Volvo's SuperBowl Twitter hijack, which made mileage out of other brands' TV ads, has won the Grand Prix for Direct at Cannes. The company saw a nearly 70% sales lift attributable to the effort, the jury said. Read more about their deliberations over at AdAge.com and see our original story on the campaign below. For more on today's Cannes winners, see AdAge.com's Cannes roundup.
Volvo isn't advertising in the Super Bowl this year. Instead, it's running a clever Twitter contest that gets mileage out of other car brands' TV spots. As of 6:30 p.m during the game, viewers will have the opportunity to nominate someone they deem deserving of a Volvo XC60 every time any car spot airs during the live event. All they have to do is tweet using the hashtag #VolvoContest. Volvo will then ask eligible tweeters to justify their choices before choosing five finalists to win the new SUV. Read more about the social media stunt, by Grey New York, over at AdAge.com.