For the release of the S60, Volvo decided to target a younger demographic. To do this, they created a YouTube masthead that allowed users to play the Augmented Reality Driving Game with their phones. With 88% lift in purchase intent and 240% lift in brand favorability, they beat all industry benchmarks.

Goals

  • Announce release of Volve S60
  • Engage a younger audience
  • Change brand perception

Approach

  • Built an augmented reality game
  • Created interactive banner units

Results

  • 9.6% interaction rate
  • 192,319 engagement clicks in masthead
  • 293% increase in traffic to volvocars.com
Published
September 2012
Topics

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