Today, I introduce the ad campaign which has one of the best strategic recently.

（Here is the link to the video which introduce the campaign : URL）

The campaign is published on the day of super bowl in 2015 from Volvo, the vehicle manufacturer.

Super Bowl is the most popular game of the NFL with a viewership rate so high, that a 30-second commercial costs around 5 million dollars. Commercials between the game is paid highly attention, and it is also common for company to make commercials only for the day.

On this day in 2015, Volvo give consumers the opportunity do something for a person who matters to them. This was directly aligned with Volvo’s position as a brand that focuses on what matters to people. All someone had to do was tweet with #VolvoContest nominating their loved one. The catch: the tweet had to go out during another car company’s Super Bowl commercial. Every tweet generated an auto-response from the brand that drove people to the next step – a short nomination form, allowing them space to explain why their nominee deserved one of 5 new Volvo XC60s.

For the result, , more than 80 stories were written about the work, and the campaign saw more than 230 million earned media impressions valued at more than $44 million. With more than 55,000 tweets during the 3 hour telecast, #VolvoContest was the most-tweeted automotive hashtag on Super Bowl Sunday. #VolvoContest trended 3 times on Twitter and “Volvo” trended globally.

While other car brands such as Mercedes-Benz, BMW, and Lexus publish the special commercials, Volvo successfully obtained attentions to them with the campaign.

I am not sure that Volvo’s marketing strategy is morally good  or no, but this campaign and commercial always remind me the importance of doing something that anyone have ever done.