Drive Like a Rich Shiny Vampire

You will want to drive Volvo just like Edward McCullen thanks to sneaky product placement that promises to take advantage of you, this time:

Volvo is launching an international promotion around the movie: Twilight: New Moon.

In the movie, lead character Edward Cullen will be driving a Volvo XC60 crossover. The first Twilight movie featured the Volvo C30 3-door coupe. However, the car manufacturer was unable to take advantage of this (in a marketing sense).

“It was a missed opportunity in the first film because the car had actually four minutes in the film, which is unheard of in product placement,” commented Volvo’s national advertising manager Linda Gangeri about the first product placement. “It did really well without us doing anything, so with the second film we worked with the studio to develop a global program.”

This time around, the Swedish auto manufacturer is covering all bases. Its promotions include ads, social media, interactive games, and a cross-promotional website. Interested fans can visit WhatDrivesEdward.com to get a chance to win a couple of tickets for the film’s premiere on November 16, where they will also get to meet the film’s cast. -Product Placement News (source)

Exquese me ? Could someone explain to me how this makes one lick of sense. Twilight is marketed toward 16 year old girls with duel vampire and wolfman fantasies. Volvo is a luxury car company. Why on earth are they launching a promotion around this film ? I REALLY don't think Twilight helped sells the first time....I know a lot of Twilight fans and NONE Of them bought or can afford that car. Are they expecting these girls approaching the age to drive to start saving up literally ALL their money and start buying Volvo's ? Are they expecting parents to think, “Oh! That shiny vampire boy drives it maybe I should spend an absurd amount of money to be just like him...” Or will they, much like the father of Bella wind up giving their child a beat up piece of crap or in the least a car that doesn’t cost ( at the lowest end) 32,000 dollars. I’m a 25 year old man with a great paying job, who gets a considerable discount on Volvo cars thanks to a family discount and I still can’t buy a Volvo. Nor would I want a Volvo wagon. So why is Volvo doing this again ?

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