- What Drives Edward
When your brand gets hijacked by a devoted mass of hormone-crazed, vampire devotees, what do you do?
You feed them.To balance the needs of the brand with the appetite of fans, we created a series of puzzles based on the Twilight storyline and the XC60 featured in the film. The puzzles gave fans what they wanted: exclusive content and trivia from the Twilight series, as well as a chance to win Edward's car. The riddles were time-released in phases that correlated with the phases of the moon ("New Moon" was the title of this film).
Making a connection between Volvo and the Twilight series wasn't a problem—fans of the books knew Volvo's role in the story. The real issue we had to face was being genuine to the Twilight series, while upholding the Volvo brand. We could have been lured into traditional automotive territory and alienated fans. We also had to be careful to be accurate with the Twilight story to avoid fan outrage.
- If you're not a "Twihard" and don't understand the correlation between Volvo and Twilight, I understand. I never read the books either, so it was baffling at first. Long story short: Edward is the beloved protagonist in the series. Each character had a car written in to the books that mirrored their personality. Edward's protective, agile character drove the author, Stephenie Meyer, to align him with the Volvo S60 and thus the correlation between brand and boyfriend was born.
- CREDITSCreative Director: John StewardArt Director: Ben ThomaCopywriter: Luke WardFlash Developer: Chia-Wei ChangFlash Developer: Joe McHeffeyPuzzle Consultant: Jeff Webster
- SITE EXPERIENCE & PUZZLES