April 26, 2007

Volvo sinks treasure chest to launch “Somewhere in the World” online contest

Irvine, California – Volvo Car Corporation has sunk a treasure chest filled with US$50,000 worth of gold doubloons and the key to a new Volvo XC90 in anticipation of its online treasure hunt. Participants from 22 countries, including Canada, will be able to join the hunt starting May 4; the contest is inspired by the Pirates of the Caribbean: At World’s End movie, which reaches theatres on May 25.

Last summer, Volvo embarked on its official partnership with Disney’s movie franchise by launching a global online treasure hunt for a buried Volvo XC90. It drew more than 100,000 participants from the U.S., UK, Japan, Austria and Spain; the 2007 version will include several other countries, including Canada.

“We had such a great response to the hunt last year that we really did feel the pressure to come up with something equally cool and attention-grabbing this year,” says Linda Gangeri, national advertising manager for Volvo Cars of North America. “So, yes, we really did sink a treasure chest to the ocean floor filled with gold and the key to a new Volvo. It’s sitting there right now just waiting to be found.”

The company says some 6,000 people have already registered for the contest; details on the hunt will be released online on May 3. Registration can be done at VolvoCanada.com/TheHunt.

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