Sept. 30 – We don’t know yet who’ll be playing the 1999 Super Bowl, but Volvo Trucks North America has announced it will return to the game with a new 30-second ad in the first quarter.
Volvo’s truck sales are up more than 50% over last year, a feat it attributes partly to last year’s Super Bowl ad, a first for a heavy truck maker. The spot was recalled by 1.4 million drivers in North America, according to Volvo’s post-game research. USA Today polls ranked the ad first in the automotive category.
“Traffic on our web site hit an all-time high of 37,000 hits the day after the Super Bowl,” said Mike Delaney, vice president of marketing.
In conjunction with the ad, Volvo has begun a seven-month promotion that will award more than $220,000 in prizes. Until March 27, 1999, Volvo Trucks will sponsor “Best Drive in the Game II.” The promotion not only gives truckers the chance to win the Volvo truck of their choice, but also offers trips to the Super Bowl, big-screen TV sets and stadium blankets.
To enter, pick up entry forms at Volvo truck dealers, Petro and other participating truckstops; visit Volvo’s “This You Gotta See” Test Drive Tour through Nov. 19 at 20 Petro Stopping Centers; call (888) VOLVO-98; or, beginning tomorrow, Oct. 1, enter electronically at Volvo Trucks’ web site at