When the blockbuster film Twilight came out, many fans noticed that teen vampire Edward Cullen drove a silver Volvo C30. Since the movie’s release, Volvo has built a whole marketing campaign around the car—using it in TV ads, creating an online game that lets you navigate Forks, and even giving Burger King a shout-out. While the ad campaign may seem gimmicky, it builds an affinity for the brand—and gets channel surfers to pause and take notice.
The Volvo strategy also plays to the movie’s female fans. The automaker skews slightly female, and the partnership with Twilight should help it reach young women who might otherwise not see its commercials or visit its website. Likewise, the film’s sexy tone should appeal to teenage girls who might have some say in their parents’ next car-buying decisions.
In the latest installment of the series, The Twilight Saga: Breaking Dawn Part 1, Edward now drives a Saville Grey metallic Volvo S60 T6 R-design—an update on the original C30. The new car also appears in a movie-themed online game that allows players to follow Edward and Bella on their journey to their wedding. Volvo’s global tie-in with the movie was developed in collaboration with ad agency Arnold Worldwide and Euro RSCG.
The company isn’t the only automaker trying to cash in on the Twilight craze. Ford has a promotion running for its Escape SUV in the U.S., and Hyundai has a similar deal for its Santa Fe crossover in China. But the XC60’s appearance in Twilight is unlikely to bolster sales for Volvo, which was sold to Geely Automobile last year.