Description

Having already established itself as part of the Twilight Saga, it was inevitable for Volvo to take part in the promotion of "The Twilight Saga: New Moon." We knew that what ever we created it must be subtle in messaging and stay honest to the story line of the film. Otherwise we would have a mob of angry fans to answer to.

Since New Moon was all about the motivation behind Edward's emotional decision to leave Bella, the answer was clear: we would create a promotion titled "What Drives Edward".
"What Drives Edward" would be a microsite giving people the opportunity to solve a series of puzzles based around the story line of the film. The first to complete all puzzles (2 released per week for 3 weeks) would win the ultimate grand prize--a shiny new Volvo XC60, just like Edward drives in New Moon.

The results:
371,098 registrants.
34,592 completed all the puzzles
6 lucky winners won a Volvo XC60 (1 for each country that took part)
VolvoCars.com/us visits increased by over 200%
XC60 Configurations increased by over 75%
634 user-submitted videos showing how to solve puzzles were posted to Youtube with thousands of views "What Drives Edward" was a trending topic on Google Facebook fans of the XC60 increased over 300%