Volvo Begins Online Super Bowl Tie-In

LOS ANGELES Volvo Cars of North America said it has launched Boldlygo.com, a Web site supporting its first Super Bowl ad initiative, which is designed to introduce the Volvo XC90 V8.

Boldlygo.com will serve as the hub for all activities related to Volvo’s ad, aimed at raising awareness for the first V8-powered Volvo. The 30-second spot will air during the third quarter of Super Bowl XXXIX on Feb. 6 [Adweek Online, Dec. 27]. Spots on the Fox telecast are selling for approximately $2.4 million this year, sources said.

Volvo marks the model’s debut with a contest that offers visitors an opportunity to win an extreme adventure travel package.

Through Jan. 26, visitors to the site will have the opportunity to select what they consider to be the most powerful trip: participating in an astronaut-trained, zero-gravity jet flight; riding an ice-breaker cruise through the Antarctic; or traveling by submarine off the coast of the Grand Caymans.

After registering their vote, they will be entered into a contest to win a trip for two to the location they select.

Leading up to the Super Bowl and continuing after the game, Boldlygo.com will provide new information on the Volvo XC90 V8 and other elements related to the company’s initiative. Volvo is producing the campaign through its lead agency Euro RSCG, a unit of Havas.

—Adweek staff report