Certainly an original idea, if nothing else.
Several automakers have already announced that they would not be spending the money on advertising during the Super Bowl, and Volvo is one of them, not that this is a surprise from a smaller company. But there will still be a Super Bowl promotion, and Volvo will be giving away an XC60 (five of them, actually) during the big game. But the twist here is that you have to be watching the ads from other manufacturers to win.
It seems at first to be a bit devious, Volvo using other companies' ads to promote its own cars, but in the end, what you're watching is still those other companies' ads. So it's sort of more strange than anything else.