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Volvo’s ‘digital test drive’ plans for attracting Super Bowl buzz

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Volvo's 'digital test drive' plans for attracting Super Bowl buzz

Looking away from the screen ends the session. The on-device camera and other technologies will check to see whether the participant is looking at the screen. Participants can start over, but their last attempt must begin before the final whistle of the game.

Winners will be announced a week later.

The intent of the campaign is to stand out from the clutter of Super Bowl ads, Jacobs said.

“We really don’t want to take the approach of just doing another ad and airing it during the game,” he said. “We want to take a different approach. That’s how we’re positioning this car, and that’s how we feel about ourselves as a brand.”

The redesigned Volvo S60 compact sport sedan is Volvo’s first U.S.-manufactured vehicle and its first new-generation model to be sold without a diesel variant.

Volvo’s controversial Care by Volvo program is a two-year subscription service that offers the XC40 crossover and S60 sedan. The use of a vehicle, insurance and maintenance costs are rolled into a monthly payment. After a year, subscribers can swap for a different vehicle.

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