THE GREATEST INTERCEPTION EVER
Source: Pexels
There's an annual American championship game which happens to be the most expensive advertising day of the year in the US.
This Big Game is called - Super Bowl
It is during this game that companies bring out all the weapons in their ad arsenals, spending millions of dollars on visibility during the commercial breaks.
In 2015 for instance, automakers like Toyota, Lexus, Nissan, Kia and Fiat each spent $4.5M on a 30 second Super Bowl commercial.
But the swedish automaker, Volvo, came up with a plan to 'steal' viewers attention when other car brands are advertising.
Volvo didn't do any ad but instead, they focused on social media engagement with which they stole the limelight.
So how did they do it?
Here's their strategy:
You could win a Volvo XC 60 for a loved one by tweeting their name using the hashtag #VolvoContest when you see any car commercial during the big game.
This interception turned people's focus from all other auto commercials during the game to Twitter where discussions were all about Volvo.
This has been called 'The Greatest Interception Ever'.
The outcome?
-Over 55,000 tweets were sent
-While their rival commercials gained 30 seconds limelight, Volvo was trending globally.
The result was a 70% sales increase for their XC60 model the following month.
LESSON: Always try to challenge the status quo, you can never be too sure what you will discover.