Automakers spend millions of dollars on Super Bowl commercials every year as it’s one of the most watched events on television.
While a handful of companies have already announced plans to air a commercial this year, Volvo is taking a different approach by asking fans not to watch the big game. That’s a pretty big ask considering last year’s Super Bowl was viewed by approximately 103.4 million people.
Some people will probably balk at the idea, but Volvo is providing a pretty nice incentive – a new S60 sedan. As part of The Longest Drive campaign, fans can visit a special website – on an eligible mobile device – and watch footage of the car. The three people who manage to watch the footage for the longest time period will win a Care by Volvo subscription to the S60.
The challenge kicks off at 6:00 PM ET on February 3rd and fans can enter the contest multiple times throughout the game. However, each ‘test drive’ will end when the game detects a player looks away from the screen.
The idea is a bit unusual, but Volvo USA’s Vice President of Marketing said “We feel that this approach is better than just running a television commercial” as “it brings more excitement and engagement to our fans.” Bob Jacobs went on to say the S60 “symbolizes the belief that you should follow no one and focus on what you think is best.”
The contest is open to US resident who are at least 18 years old and have a valid driver’s license. However, they will need to visit S60LongestDrive.com on a mobile device – such as the iPhone 8 or Samsung Galaxy Note 8 – with a front facing camera and a compatible browser. The people three people with the longest ‘test drive’ will win a two-year subscription to the 2019 S60 T6 AWD Momentum which is worth $19,800.