After two weeks, over 30,000 people worldwide have signed up to take part in the Volvo global multi-media treasure hunt to find a buried Volvo XC90 V8.

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The treasure hunt is part of Volvo Cars’ official promotion of the upcoming Disney film, Pirates of the Caribbean: Dead Man’s Chest.


Individuals can participate in the competition by visiting a Volvo dealership and picking up a free treasure map (closing date July 11th). From there they can go to http://thehunt.volvocars.net to take part in a variety of challenges on-line.


Seven winners from around the world will be flown to where the treasure is buried and be invited to dig. The person who finds the treasure gets to keep the car.


Volvo Cars has used Internet marketing very successfully in the past. A series of TV advertisements were the beginnings of films that could be watched in full on-line, thus attracting people who perhaps would not otherwise have considered the Volvo brand to its website.

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Similarly the Volvo treasure hunt is attracting people to its dealerships. Already it has had 30,000 visitors to its dealerships worldwide to pick up the treasure map, people that would probably not otherwise have gone.


Then, cleverly, Volvo is engaging with these people in the competition. They receive regular e-mails from Volvo with puzzles to complete every few days. Although this engagement will not necessarily lead to a sale Volvo will have marketed its brand quite intensively to all the participants.


In addition Volvo Cars will get publicity from being associated with the film itself. Volvo’s promotion of Pirates of the Caribbean: Dead Man’s Chest grew out of the partnership with Disney for the worldwide Volvo Ocean Race. The Volvo ship bears the name of the same boat in the first Pirates of the Caribbean movie, “The Black Pearl.”