Volvo Breaks March Madness Blitz

NEW YORK — For the second consecutive year, Volvo Cars of North America is running a March Madness multimedia campaign to promote its S60 sports sedan. Branded messages — set to appear across TV, interactive TV, the Internet, personal digital assistants, WAP-enabled cell phones and e-mail — invite users to enter a sweepstakes for the S60.

The campaign kicked off Thursday night with a basketball-themed TV spot that prompts viewers to visit http://www.volvocars.com/questions/choose.asp to answer the question “Good offense or good defense?” This portion of the campaign marks the start of Volvo’s “Questions” campaign, which will be the creative throughline for Volvo’s advertising in 2002.

The TV effort is supported by a branded presence on major Web properties, including AOL, MSN, Yahoo and CBS SportsLine.com. Some rich media executions will let Web surfers view the TV spot within a banner.

Additionally, Volvo-sponsored NCAA content will be accessible on PDA and WAP-enabled mobile phones. A Volvo-branded NCAA channel on the top of PDA service, Avant Go, will give registered users access to tournament brackets, scores and news. The car maker also has banner inventory on Vindego, another PDA service.

Through Wink interactive TV technology, some digital cable viewers will be able to gain more information about the NCAA via their remote control. While doing so, they will be given opportunities to enter the sweepstakes.

All of these platforms will either serve as a point of entry to the sweepstakes or as a way to encourage consumers to enter at the Web site. The winner of the Volvo S60 will be announced via e-mail following the end of the tournament on April 1. Throughout the promotion, Volvo will collect data for future marketing purposes.

New York-based Messner Vetere Berger McNamee Schmetterer/Euro RSCG and its integrated marketing unit Fuel North America teamed with Cylo, a converging media company, for the integrated promotion.