The Twilight Saga is one of the most popular film franchises and once again Edward Cullen drives a Volvo XC60.
Search on the Internet using the string "Volvo/Twilight/Eclipse" and you will get more than two million hits, including photographs and lengthy fan discussions of the exact colour nuance of Edward Cullen's Volvo. The interest is astonishing.
"The opportunity to participate in such a successful film franchise is a wonderful opportunity. Since Edward drives a Volvo in the novels, our participation is both credible and logical," says Oliver Engling, project manager for Volvo Car's "Lost in Forks" promotional campaign that is tied to the upcoming release of The Twilight Saga: Eclipse which has its world premiere on June 30.
In the novels, the hero Edward Cullen drives a Volvo S60R - the previous S60 model. However, when the time came to make the films, Volvo was no longer producing the S60R so a Volvo C30 was used in the first film and a Volvo XC60 in the next two.
Volvo Car's appearance in the first film in the franchise, Twilight, led to increased sales of the Volvo C30 at several Volvo dealers, particularly in the US market. After the release of The Twilight Saga: New Moon, dealers reported increased interest in the Volvo XC60 and noted that customers came to showrooms to photograph their children in the "Twilight car". Volvo is being increasingly perceived by youngsters as "cool", and moms of teenagers are showing increasing interest, thanks to the enthusiasm of their kids.
"Above all, of course, we are really pleased that the image of the Volvo brand has changed among many of the young people who in a few years' time will be our potential customers. They perceive the brand as attractive and one that stands out from the crowd," says Oliver Engling.
Some of Volvo Cars sales companies have chosen to place the heart of their marketing campaign on the Internet. Just a few days before the world premiere of The Twilight Saga: Eclipse, Volvo Cars will launch "Lost in Forks," an online competition in which participants navigate a Volvo XC60 through the town of Forks following various clues along the way to decide which path is the shortest way to reach the Cullen House.
Follow Volvo Cars' "Lost in Forks" campaign (www.volvocars.com/lostinforks) starting June 22. Visit http://www.volvocars.com to find out what is happening in each local market.
In THE TWILIGHT SAGA: ECLIPSE, directed by David Slade from a screenplay written by Melissa Rosenberg and starring Kristen Stewart, Robert Pattinson and Taylor Lautner, Bella (Stewart) once again finds herself surrounded by danger as Seattle is ravaged by a string of mysterious killings and a malicious vampire continues her quest for revenge. In the midst of it all, she is forced to choose between her love for Edward (Pattinson) and her friendship with Jacob (Lautner) - knowing that her decision has the potential to ignite the ageless struggle between vampire and werewolf. With her graduation quickly approaching, Bella is confronted with the most important decision of her life.
About the TWILIGHT SAGA film series
The TWILIGHT film series stars Kristen Stewart and Robert Pattinson and tells the story of 17-year-old Bella Swan who moves to the small town of Forks, Washington to live with her father, and becomes drawn to Edward Cullen, a pale, mysterious classmate who seems determined to push her away. But neither can deny the attraction that pulls them together...even when Edward confides that he and his family are vampires. The action-packed, modern day vampire love story TWILIGHT, the first film in the series, was released in theatres on November 21, 2008 to a blockbuster reception. The second instalment of the film franchise, THE TWILIGHT SAGA: NEW MOON was released 20 November, 2009. The franchise has grossed over $1.1 billion in worldwide box office ticket sales to date.