AOL Campaign Shifts Into High Gear for Volvo

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A promotional campaign through America Online has produced as many as 20,000 sales leads since Oct. 15 for Volvo of North America.

The promotions include banner ads and other promotions that offer $2,100 in free accessories for Volvo's recently unveiled S60 model. The 20,000 people clicked through the ads and configured the S60 at the car dealer's Web site, Viewers can also find information on local dealers at the site.

Volvo, Rockleigh, NJ, said it was too early to tell how many of the 20,000 actually purchased the car.

AOL, Dulles, VA, also provided Volvo with 300,000 opt-in e-mail addresses and personal addresses through the Internet service provider's campaign that offered an upgrade to its 6.0 service. Volvo said it will use the addresses, in addition to the 20,000 people who configured the S60, for future e-mail and direct mail campaigns.

Terms of the promotional agreements were not disclosed.

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