Isn't that what we all do nowadays anyway?
This year's Super Bowl wasn't the most memorable game in recent history with the New England Patriots beating the Los Angeles Rams by a low-scoring 13-3 and the first (and only) touchdown of the game scored in the fourth quarter. Instead of watching the game, we recommended people attempt to win a free car.
Volvo created a competition where people needed to stare at their phone for the longest period of time without looking up to watch the game. The person who could look at their phone the longest would win a free S60 sedan through the Care by Volvo subscription service.
Even though the "biggest game of the year" was on television, Volvo says over 40,000 people decided to attempt the Swedish automaker's "The Longest Drive" mobile campaign. The top three entrants have all won a free car for two years and you won't believe how long they were able to stare at their phones. The winner stared at their phone without looking away for nine hours, 47 minutes, and 42 seconds. Second place recorded a time of seven hours, 46 minutes, and 25 seconds and the third place entrant lasted seven hours, 37 minutes, and 51 seconds.
"We were thrilled that so many people took the all-new Volvo S60 on a virtual test drive, likely one of the longest brand exposures of the night,” said Bob Jacobs, VP of Marketing, Brand and Communications, Volvo Car USA. "It’s great to see the S60 encouraged so many fans to try something different - it’s exactly what the car stands for.”
What's impressive about this whole campaign is that Volvo didn't have to pay the $5 million per 30 seconds it typically requires to get exposure during the big game. The three winners will now receive a complimentary Care by Volvo subscription for 24 months with an option to switch cars after 12 months. Care by Volvo also includes insurance and maintenance, making it different from a typical lease. Winners of the three cars should be able to customize their cars to their liking, though we doubt they will be able to choose the S60 T8 Polestar model, which was sold out less than an hour after going on sale.