'Volvo' preparing for another 'Twilight' ad campaign for 'Breaking Dawn'


The Volvo S60-R in dark gray, a similar model as what 'Edward' will use in 'Breaking Dawn'.

If you've been keeping up with the Volvo advertisement campaigns which have been associated with the Twilight Saga so far, you'll know that with both The Twilight Saga: New Moon and The Twilight Saga: Eclipse, the company hosted huge contests to win similar cars as what "Edward" (Robert Pattinson) drove in each film. The first, for New Moon, was called the "What Drives Edward" campaign, and for Eclipse, fans got "Lost in Forks."

The first contest was an internet-based series of puzzles, the last portion of which - "Bella's" race through Volterra - was so difficult a solution for it was passed around on YouTube (see the video attachment). The second contest was more related to the concept of a car itself, with internet users navigating through a series of forks in various roads to find the "Cullen House." It, too, was difficult.
Now, it seems, Volvo is preparing for its next Twilight promotion with the upcoming release of The Twilight Saga: Breaking Dawn - Part 1. Details are scarce at this time, but Direct Marketing News reported:
The automaker will launch a “global online event in November” for the release of Breaking Dawn, the fourth film in the Twilight series, said [an advertising representative]. He declined to provide more specific information about the initiative.
The "What Drives Edward" campaign opened on November 1st, 2009, roughly three weeks before New Moon's theatrical release, but the "Lost in Forks" campaign began on June 22nd, 2010, just a little over a week before Eclipse hit theaters.
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So, there's no telling (if, that is, a contest is used a third time around for the marketing campaign) based on these previous dates when a Breaking Dawn Volvo contest might begin.
In March, though, during production of Breaking Dawn in Vancouver, the Breaking Dawn Volvo of choice (Twilight's was a C30 and New Moon and Eclipse both used a XC60) was identified as a S60 R-9, the model which Stephenie Meyer herself had chosen for "Edward" before any of the films were made. So, at the very least, we can know ahead of time that the car being promoted with Breaking Dawn will likely be that model.

Continue reading on Examiner.com

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