Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
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.

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in