Volvo holds treasure hunt for big, ugly SUV

Treasure hunts are cool these days, so Volvo is getting in on the action with a worldwide search for a hidden custom XC90 V8 SUV. The hunt begins online and, for the finalists, will move into the real world. It’s a tie-in with the upcoming film Pirates of the Caribbean: Dead Man’s Chest, which explains why the back end of the vehicle looks so ugly. Is this really something people will want to spend weeks trying to win? TV, print, radio and Web ads direct people to their Volvo dealers, where they can get a special code to begin the online game. Seven finalists who solve 13 puzzles will be picked from the U.S., U.K., Japan, Austria and Spain to compete in the final leg of the hunt, which the story says will be “similar to CBS’s The Amazing Race.” The difference being, the winners of The Amazing Race get $1 million, not a crappy SUV with a flaming skull face on the back.

—Posted by Tim Nudd