Edward Cullen will return to his Volvo XC60 in the upcoming Twilight Saga: Eclipse, and Volvo, in turn, will once again market the tie-in with an online promotion.
To promote the film, which premieres June 30, Volvo and agency Euro 4D are launching "Lost in Forks," a contest offering a chance to win the car. A TV spot, set to break this week from Arnold Worldwide, links the safety aspect of a Volvo with the twists and turns of the series’ plot. “There’s more to life than a Volvo. There’s what you can expect: Being kissed, desired, loved, missed,” reads a voiceover as scenes from the movie roll by. “Then there’s everything you can’t expect. So be ready for it. That’s why you drive one.”
Said a rep: “This campaign reflects Volvo's belief that there are more important things in life than your car, like the rich experiences a car brings and the people you bring along for the ride.”
The promo follows the one last year, themed “What drives Edward," which also dangled a chance to win the car in conjunction with The Twilight Saga: New Moon.
Volvo is not the only marketer tying in with the Summit Entertainment film. Burger King is also launching a promo this week, pitting fans of Edward Cullen and the werewolf Jacob Black against each other as “Team Edward” and “Team Jacob,” respectively.