Volvo – The Car For Today’s Tween Vampire
Someone needs to remind Volvo that Tween’s don’t have drivers licenses. The auto maker is grabbing pre-teen attention with a huge sponsorship deal with the Twilight sequel: New Moon. Their website promotes tickets to see the film and asks “What Drives Edward?” – one of the films vampire stars. Apparently, the answer is blood. But what does Edward drive? A Volvo XC60, the fashionable, reasonable car for today’s undead.
We’re not exactly sure why Volvo wants to attract the 11-14 crowd. Maybe obnoxious children will get their parents to buy them new Volvo’s when they turn 16/17? We like what The Car Connection’s blog had to say: “As far as we can tell, the biggest tie-in between Volvo and Twilight seems to be that New Moon was shot in Vancouver, which looks a little like Sweden if you squint.” Regardless of why, Twilight is already a multi-million dollar film franchise, and brand recognition like this is something Volvo will undoubtedly take advantage of.
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