FOR IMMEDIATE RELEASE
VOLVO DIGS DEEP WITH PIRATES FOR BURIED VOLVO XC90
Tied to the July 7 release of Disney’s Pirates of the Caribbean: Dead Man’s Chest, Volvo launches a global multi-media treasure hunt for a buried, pirate-themed Volvo XC90 V8 beginning June 12 at www.volvocars.us/thehunt
HOLLYWOOD, Calif., (June 7, 2006) — In its largest-ever tie-in with a major motion picture, Volvo Car Corporation today announced it will support its official promotion of Disney’s upcoming Pirates of the Caribbean: Dead Man’s Chest with a global, multi-media treasure hunt for a Volvo XC90 V8 that has been buried somewhere in the world.
Beginning June 12 through July 11, individuals nationwide can visit their local Volvo retailer to pick up a free treasure map. Once online, they are asked to go to www.volvocars.us/thehunt to register for the world’s first hunt for a buried vehicle. Treasure hunters then will participate in a challenging, engaging and fun-filled adventure to solve a series of online clues and puzzles.
The buried one-of-a-kind, pirate-themed Volvo XC90 features a variety of Pirates of the Caribbean: Dead Man’s Chest elements, including graphics from the film, black leather seats, custom painted 20 inch wheels and more.
Once registered online, individuals will have puzzles emailed to them on a regular basis. Those who solve the puzzles correctly will continue to receive clues. Individuals can join at any time though July 11, and can catch up with other participants if they correctly answer the puzzles posted online as they are emailed to participants. As the contest progresses, the puzzles will become increasingly harder to solve, with the final online clue e-mailed July 12. Volvo Car Corporation will then select seven finalists from around the world who correctly guess the answer to the final online clue.
In August, those finalists will be flown with a guest to the secret car burial location. Each finalist will set-off on a manic on-the-ground search for the buried vehicle. The first treasure hunter to unearth the SUV gets to keep it.
“If there’s one element you are sure to find in almost every good pirate story, it’s a buried treasure,” said Anne Bélec, president and chief executive officer of Volvo Cars of North America. “So, we’ve taken our most treasured vehicle, the Volvo XC90 V8 SUV, and married it to the pirate world, modifying it to make it as menacing as possible. It’s the centerpiece of a elaborate campaign that we hope will not only garner widespread participation for everyone who loves to search for buried treasure, but also have the public at large think about Volvo in an entirely new way.”
Volvo will promote the treasure hunt with a mysterious 30-second television spot airing on national cable networks during the months of June and July, online banner ads and other elements.
To participate, individuals must visit a Volvo retailer to pick up the treasure maps. Winners will only be eligible if they can produce the original treasure map upon conclusion of the hunt.
In addition to the United States, other Volvo regions participating in the hunt include the United Kingdom, Japan, Spain and Austria.
Volvo is producing the campaign with its advertising agency of record, Euro RSCG Worldwide. Pirates of the Caribbean: Dead Man’s Chest opens in U.S. theaters July 7.
About Volvo Cars of North America
Volvo has been building cars with Safety in mind for over 75 years. The current 2006 model line-up of Volvo Cars includes: the award-winning new S40 and its wagon counterpart the all-new V50; the award-winning XC90; the sporty S60 sedan – including the award-winning performance sedan – S60 R and the performance wagon version – V70 R; the S80 luxury sedan; the versatile V70 wagon and rugged XC70 (Cross Country); and the soon-to-be released new Volvo C70, the convertible with the innovative retractable hardtop.
# # #
Haberman & Associates,
Volvo Cars of North America,