Volvo has launched a new microsite to support a promotion call “The Hunt” done in conjunction with the release of the new Pirates of the Caribbean movie. Volvo does a nice job of creating an integrated campaign that uses TV and print to drive people to the microsite. The downfall is the URL tagged on the end of the commercials is an extension of the main Volvo US site and is almost impossible to remember. It could have really benefited from a unique URL as we know that only 20% of people can remember a combination URL with an extension. The promotion gives you a chance to win a free Volvo SUV but the catch is you have to go into a Volvo dealer to get a treasure map that has a code you need to enter into the site for your entry.
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