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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.