Twilight’s ‘New Moon’ Rises for Volvo

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The contest plays off of a product placement deal with Summit Entertainment, under which Edward Cullen drives the XC60

Oct 30, 2009 – Kenneth Hein

Can vampires sell cars? Volvo certainly thinks so. The Swedish carmaker has launched Whatdrivesedward.com. On the site, consumers can win the chance to attend the premiere of The Twilight Saga: New Moon on Nov. 16, meet members of the cast and receive their own Volvo XC60.

The contest plays off of Volvo’s product placement deal with Summit Entertainment, under which Edward Cullen drives the new crossover vehicle. “Volvo is central to Edward’s character in the Twilight saga,” said Doug Speck, president and CEO of Volvo Cars of North America, in a statement.

The chance to win the car begins Nov. 1. Fans are challenged to answer a series of questions. Participants are encouraged to exchange hints through Twitter, Facebook and MySpace. The first one to solve the puzzle wins. The site also features a trailers, a variety of photo downloads and wallpapers. (more…)

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