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Volvo won't be a Super Bowl advertiser this weekend, but several of its competitors will be—a fact the Swedish automaker plans to use for its own benefit.
With a promo called "The Greatest Interception Ever," Volvo is asking fans to tweet its hashtag, #VolvoContest, during other car brands' Super Bowl commercials. Participants will nominate a friend or loved one to win a new Volvo XC60 luxury crossover, with the idea being that the company wants to focus on real people rather than its own marketing message.