Automaker Volvo Cashes in on 'Twilight Eclipse' Tie-In

Edward Cullen, the vampire protagonist of the wildly popular Twilight Saga film and book series, will again drive a Volvo XC60 in Eclipse, the upcoming new installment in the film series. Volvo announced today that it would again promote the Twilight tie-in with a large online marketing campaign.

To generate interest in the Volvo brand as well as the film, which is released on June 30, ad agency Euro 4D and Volvo have launched a contest entitled “Lost in Forks” that allows entrants the chance to win a new Volvo XC60. A commercial set to debut this week ties the safety features for which Volvo is renowned in with the many twists and turns of the films’ plots.

“There’s more to life than a Volvo. There’s what you can expect: being kissed, desired, loved, missed,” a voiceover reads as clips from the Twilight film appear. “Then there’s everything you can’t expect. So be ready for it. That’s why you drive one,” the ad concludes.

A Volvo spokesperson said: “This campaign reflects Volvo's belief that there are more important things in life than your car, like the rich experiences a car brings and the people you bring along for the ride.”

The promotion follows on the heels of the one Volvo ran one year ago, called “What Drives Edward,” to promote the New Moon installment of the series. That promotion also gave fans a chance to win the vehicle featured in the film.

Volvo is not the only company cashing in on the teen-oriented Twilight phenomenon. Burger King will also launch a promotion this week that plays up the rivalry between the film’s two primary male characters: Edward Cullen and Jacob Black. Volvo hopes to reach out to a younger demographic with the Twilight tie-ins.