Volvo Cars of North America yesterday selected the MSN network for the next phase of its digital marketing initiative, which will coincide with the launch of Volvo's first sport utility vehicle next year.
The 15-month-long marketing push is a multilevel effort designed to increase brand recognition and product affinity. It will include special offers developed exclusively for users of MSN, including promotions and Volvo's first Virtual Showroom, which will be hosted by MSN Carpoint, where consumers can experience the entire Volvo model line as well as an online content and tool area called the Volvo Digital Garage.
The Volvo Digital Garage will serve as the centerpiece of the campaign and feature automotive and lifestyle content, services and information. Consumers will be able to register for future communications, download a Volvo co-branded MSN Explorer Internet browser, receive three free months of MSN Internet access, and receive MSNBC news and local weather alerts on personal digital assistants and other wireless devices.
The initiative will receive prominent placement throughout MSN, including a high-profile presence on MSN.com, MSN Carpoint and MSN TV service. Volvo also said it will sponsor quarterly promotions in which MSN and Volvo are giving away a new Volvo S60 sports sedan.
