Business 2.0: Volvo Turbocharges Its New Sweepstakes

Volvo's campaign to promote its new XC90 SUV garnered data on 33,000 potential buyers. The car manufacturer in mid-September launched a sweepstakes campaign called the "Volvo XC90 Winning Drive" that uses online and offline media to drive people to Volvo's web site. Once there, consumers, in exchange for a chance to win a free XC90, are asked several demographic and purchase intent questions. To date, the campaign has been a success gathering data on 33,000 potential customers with 5,000 added each day. Fifty two percent of those who sign up indicate they learned about the campaign online. Another 25 percent cite newspaper advertising and 11 percent say they heard about it first from TV.