If You Take a Virtual Test Drive Instead of Watching the Super Bowl, Volvo Might Give You a Car

It’s not an ad but close enough

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Volvo’s game plan for the Super Bowl has nothing to do with the sport, but everything to do with distracting viewers from it.

The campaign, dubbed “The Longest Drive,” directs people to a website, where they’ll then have to watch a test drive video of the S60 Sedan. Three lucky viewers who look at their phone the longest will win a “Care by Volvo” subscription to the S60 Sedan. The video goes live at kickoff on Feb.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in