More than 63,000 people from all over the world took part in Volvo's ‘DRIVe Around the World’ game making it the most installed branded application on Facebook in 2009.
The game challenged users to virtually drive a Volvo C30 DRIVe to a Facebook friend who lives as close to 828 miles away as possible. The car was then passed on from friend to friend trying to complete a virtual journey around the world within 80 days. The challenge was to promote Volvo’s new C30 DRIVe model which can travel 828 miles on just one fuel of tank.
Although no team managed to circumnavigate the world within the 80 days challenge, there were teams travelling all the way from Cape Town, South Africa to Samara Russia trying to beat their competitors in Asia who travelled from Sofia, Bulgaria to the border of Mongolia. Others tried their luck on the East Coast of Africa travelling to Singapore or crossing the Atlantic to reach their friends in the US. The winning team, who made the most efficient journey were able to "drive" their C30 DRIVe all the way from Sweden to Egypt, while meeting the game rules and objectives.
Anita Fox, Head of Marketing Communications at Volvo Car UK said "Here at Volvo Car UK we have a vision to be leaders in use of social media as part of our strategy to appeal to a larger, younger audience. This campaign's success clearly shows that we are on our way to achieving this,"
The contest began on November 16 2009 and ended February 5 2010 and was promoted with an animated trailer, which received 569,000 views worldwide in 169 countries.
The winning team will be rewarded by a donation from Volvo Cars of 15.000 EURO in the team's name to a Gold Standard certified wind farm project in Izmir, Turkey. The project will use the funds to produce renewable and clean energy. The donation is more than enough to offset the amount of carbon an average person would create in a lifetime.
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Glenn Nutsey
22/02/2010
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