Göteborg, Sweden – A Canadian and two American contestants have won Volvo XC60 vehicles in the company’s What Drives Edward online contest, a tie-in to the movie The Twilight Saga: New Moon.
More than 370,000 people in Canada, the U.S., Germany, the U.K. and France participated in the online contest, which required them to complete a series of puzzles.
Christopher Johnstone, 22, of Canada won an XC60 similar to the vehicle driven by the character Edward in the movie, as well as American contestants Beth Gleason, 18, and Jeannette Lee Underwood, 19. Almost 300,000 people participated in the U.S., Volvo said.
In France, 29-year-old Gaël Retho defeated over 11,000 other contestants and won a Volvo C30 R-Design. In Germany, 13,000 people competed and 850 solved the complete puzzle, with 25-year-old Sebastian Ecker finishing first and winning a C30. In the U.K., 21-year-old David Inglis beat 24,000 other competitors to win an XC60.
“More younger people think that Volvo is cool because Edward drives one, and this will impact on their future car-buying decision making,” said Paul Walder, global marketing manager at Volvo Cars. “Volvo is now on the radar, and in fact, their moms think the same. Volvo is truly delighted to be part of the New Moon experience and nothing beats being authentically linked to a phenomenon like this. People really liked the fun of the challenging puzzles, and we are delighted with the reactions we are getting.”