You may have heard of this Twilight thing? It's a teenage vampire story I'm told and it's making lots of people lots of money. Product placement is just one of the many revenue streams.
In this case Volvo forked over a bunch of money to have two of its cars featured in New Moon, the latest Twilight movie installment. Apparently Volvo thinks that if it can hook young girls now they'll grow up with fantasies of driving an XC60. Gotta love those marketing dreamers.
ddkk10 says:
10:04 AM, 11/12/09
you were right...seeing volvo's blatant and quite puzzling product placement has made me a bit nauseous.
thejohnp says:
10:17 AM, 11/12/09
It made me laugh when I first saw this spot. Because nothing screams tween obsessed emo vampires like a Volvo.
xprojected says:
11:33 AM, 11/12/09
It wasn't entirely Volvo's idea.. the original book had a Volvo in it. They just ran with it for the movie(s). It's a bit odd for them to be pushing the tie-in so much, but then, the Volvo Racing Game was a bit of an odd idea, too. Someone clearly underlined "younger market" on a notebook somewhere.
jriz says:
12:12 PM, 11/12/09
xprojected is correct, according to my girlfriend (I swear) a Volvo is featured in the books.