How to Win the Super Bowl Without Spending $5 Million on a 30-Second Spot

Why some brands have opted to ‘ambush’ the game

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Like other advertisers, Volvo last year said no thanks to plunking down more than $4 million for a 30-second Super Bowl spot. But it didn't sit on the sidelines. Rather, the automaker crashed the game via Twitter, unleashing "The Greatest Interception Ever," a campaign that encouraged fans to tweet the hashtag #VolvoContest and enter a friend to win a Volvo XC60 during the airing of rival automakers' spots. Created by Grey New York, the effort went viral, generating 55,000 tweets using the hashtag and scoring 114,000 mentions.

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