In true Volvo style, its idea for the campaign was to steal attention away from the big game and engage fans into a gaming contest on their phone.
“The Longest Drive,” directed people to a website, where they had to watch a test drive video of the S60 Sedan. The aim of the game was simple: don’t take your eyes off the screen. Through facial recognition technology, it knew if someone looked away and the video game would stop. Three winners who looked at their phone the longest won a “Care by Volvo” subscription to the S60 Sedan.
Mindshare partnered with Grey for this activation. Read more about the campaign in Adweek.