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MARCOM Business

The Business of Marketing Communications

How Volvo Disrupted The Superbowl Advertising

MARCOM Business | How Volvo Disrupted The Superbowl Advertising
Back in 2015, Volvo created the greatest marketing interception campaign ever.

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.