Volvo / Pirates of the Caribbean

[Gaming/competition example quoted in the latest report of Contagious Magazine]

 

Challenge: Raise the profile of Volvo in the increasingly competitive worldwide SUV market

 

Solution: A two month global multi-media treasure hunt for an $82,000 car, part of Volvo's sponsorship of Disney's Pirates of the Caribbean: Dead Man's Chest.

Players picked up maps at their local Volvo dealer, and the top participants were invited to a remote Caribbean island to complete the treasure hunt in real time and in real life. The winning participant solved a series of clues to reveal the location of some buried treasure - a Volvo XC90 SUV.

Results: 52,000 people participated in the US alone. Volvo posted webisodes documenting the competition online, and 7 finalists were eventually awarded new cars.

http://www.volvocars.com/thehunt/Pages/default.aspx

Source: extract from the contagious special report: "the Gaming Industry" issued in September 2008