Following its online launch for the R Series, Volvo launched a 14-week integrated digital marketing campaign for its XC90 sport utility vehicle, which includes Internet, mobile phone and iTV ads. The company hopes to entice consumers to opt-in electronically for further information about the vehicle.
Centering on college football, the campaign tightly integrates offline and online media using wireless phones, Palm hand helds, enhanced TV such as Wink, email and offline media including newpaper and television.
Always a leader in online advertising, Volvo’s CRM and E-Business Manager Phil Bienert says, “We’re beyond looking at these new platforms as a novelty. Every element of this campaign has to contribute to the business. We’re trying not to leave any touch-point untouched.”
