Back in 2015, Volvo created the greatest marketing interception campaign ever. Superbowl is one of the most expensive advertising real estates in the world. At a time when automakers like Mercedes-Benz, Lexus, Nissan, Toyota, Kiaand Fiat spent over $60 million combined in advertising, Volvo booked no screen time.
Instead, it ran a parallel campaign on Twitter aiming to capitalise on the ads run by its competitors. The #VolvoContest spread like wildfire and Volvo was the most trending car brand on Twitter – without running any ad !
See the original ad here that Volvo released at the time of the Superbowl.