Volvo and Twilight movie invite you to get Lost in Forks
When car manufacturers engage in a cross-promotion with a film, it’s typically an opportunity to show off either the car’s rugged or prestigious side. For example, Iron Man 2 gives the impression that billionaires like Tony Stark drive around in exotic sports cars like the Audi R8, when chances are that they prefer jet packs or chauffeured limousines.
In sharp contrast to this norm comes Volvo and their Twilight campaign. The Swedish carmarker must thank its lucky stars that Stephanie Meyer decided the coolest car for a rich Vampire to drive would be a safe and suburban Volvo S60. But it comes as a bit of a challenge to try and connect the dots between a Gothic romance and a luxury car.
I have to say that I felt somewhat awkward when I first saw the promotional video for Volvo’s new “Lost in Forks“ campaign for Eclipse. It’s a game that allows players to get lost in the overcast town of Forks that is the setting of the Twilight series. If you can get to the Cullen house in the shortest number of steps, you’ll be invited to take part in a second contest and potentially win a Volvo XC60 grand prize.
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But does this tie-in between Volvo and Twilight really work? Sure, Edward Cullen is a bit overprotective of his belle, Bella. But would a vampire of his means really be cruising around in a conservative car like this? Something tells me that Jacob would show up to sweep Bella off her feet in something a bit flashier.
Let us know what you think of Volvo’s Twilight tie-in. You can also check out the Volvo XC60 or any one of the hundreds of cars reviewed on Honk.
