Volvo XC60 Entering the Twilight Zone

The new Volvo XC60 forms a central feature in “Eclipse”, the latest Twilight Zone film release. In the original novels, Edward Cullen the central character drives the now discontinued Volvo S60R. While in the first film Cullen is behind the wheel of a C30, but producers made the decision to use the Volvo XC60 for the next two episodes of the franchise.

 Along with the films release, Volvo announced a new online game connected to the film. “Lost in Forks” is an online competition where players must drive the XC60 through a mysterious town, finding their way past a series of clues, questions and forks to reach Cullen’s house.

Volvo admitted that the brand’s prominent role in both the Twilight Zone books and films has made the campaign a natural progression. Oliver Engling the project manager said it was “both credible and logical” for Volvo.

Research after the first film showed that sales of the Volvo C30 increased and that the brand gained more traction with the younger generation as a result. Volvo XC90, which was also featured in Twilight: New Moon, is another success story. The Volvo XC90 has increased both its popularity and sales significantly since the movie appearance. In their press release Engling said that Volvo were “really pleased that the image of the Volvo brand had changed among many young people.”

Many car manufacturers have found movie branding is an advertising boon for sales and similar effects were felt with Audi after Will Smiths “i Robot.” The James Bond series has always had stiff competition from manufactures for 007 to be seen in their cars.