Fans drive into the 'Twilight' with new competition

(Volvo Car Corporation)

Volvo launches the latest in a long line of movie/automobile product tie-ins, giving winners the chance to drive away a brand new XC60.

Volvo has challenged Twilight fans to prove their knowledge in its new interactive game for a chance to win the car featured in the upcoming film, released worldwide the week of November 20.

Volvo is the latest company to exploit automotive product placement, a technique that has produced some of the world's classic motor models. Some of the most famous examples include the Alfa Romeo Spider Graduate (1985), Rover Mini Italian Job Edition (1992) and the Ford Thunderbird (2003), which has featured twice in the 007 franchise.

Edward Cullen, one of the main characters in Twilight, is featured driving Volvo's XC60 model which was launched in 2008 and aimed at young, urban professionals. "Volvo is central to Edward's character in the Twilight saga," said Doug Speck, president and CEO of Volvo Cars of North America.

The online promotion will run in the US, Canada, France, Germany and the UK until November 23.

Site: http://www.whatdrivesedward.com/