Volvo launching XC60 giveaway instead of Super Bowl ad

Volvo won't be among the many automakers airing commercials during the Super Bowl this year. That could be because it's a relatively small automaker, in the grand scheme on things, and is channeling its cash into a massive product initiative. But it isn't ignoring the Big Game altogether.

Instead of spending big on a Super Bowl ad, the Swedish automaker will be giving away five of its XC60 crossovers as part of the Volvo Interception campaign. During the game, Volvo will be asking the public to nominate who they feel most deserves to be gifted the new car, and why, by tweeting their submissions with the #VolvoContest hashtag. After the nominations are in, the company will select five winners.
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Volvo Chooses Customer-Driven Philanthropy Over Ads on Game Day

ROCKLEIGH, N.J. (January 26, 2015) – On Sunday, February 1, 2015, Volvo is launching Volvo Interception, an opportunity for game day viewers to nominate someone deserving to receive a brand new, award winning Volvo XC60.

Volvo Interception is a socially-driven alternative to game day television advertisements. The effort is an extension of the company's human centric mindset of putting people first in all areas and is found in the design and technology of all Volvo cars enjoyed by drivers around the world.

"People have always been at the heart of Volvo, inspiring the products and experiences we create," said Bodil Eriksson, EVP, Product, Brand, Marketing & Communications, Volvo Cars of North America. "We want to bring that mindset front and center and celebrate the people and passions that inspire us and our customers."

The Volvo Interception will begin at 6:30 p.m. ET-on Sunday, February 1. Whenever any car commercial airs throughout the big game, people can tweet with the hashtag #VolvoContest to tell Volvo who they think deserves a brand new Volvo XC60. All eligible tweets will receive a response from Volvo, and each person must then tell why his or her nominee was chosen. Following the conclusion of the entry period, five potential winners will be selected by judges from all entries received.

So, who would you give a Volvo to? Visit for video, contest details, and official rules. For media information on Volvo Cars of North America, please also visit

The interception is coming. Stay tuned!

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