Their site was recently updated, after some recent backlash, to put “this isn’t a contest” on the flash dominated splash page. Previously, you had to dig into the FAQs to get this question and answer:
Is there a Volvo vehicle being given away as part of the "Who Would You Give A Volvo To?" campaign?
No. The WWYGAVT campaign is intended to make people think about the safety initiatives Volvo has taken in vehicle development and therefore why they would consider a Volvo for the special individuals in their lives.
C'mon, you're using the word "give" as you troll for submissions -- that's the base premise of many sticky, consumer-generated, community building, hubster kind of promotions.
As A Christmas Story, the Jean Shepherd gem, is just around the corner, this seems to be a be-sure-to-drink-your-Ovaltine type of promotion. When Ralphie waits and waits for his Little Orphan Annie secret decoder ring – now he can decode the message. What does Annie need? Poor Ralphie has his optimism dashed when it’s a promo for Ovaltine– “son of a bitch, a commercial.” I’m sure most of you know the scene, if not watch TNT for any span of time on December 24.
So back to Volvo, is this simply an awareness campaign? How does this drive or support their symbolic identity of safety? Is it a way to gather in-depth, robust, ethnographies about potential customers? Do prize pigs taint your data?
Too many questions, not enough Volvos.
The take aways:
1. Not all buzz is good buzz. Sure, we’re talking about you guys, but I don’t think this is going to convert into sales.
2. Related to “buzz,” awareness does not equate to sales or advocacy.
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