America Online, Inc., and Volvo Cars of North America, LLC, announced March 19 an expanded interactive marketing relationship that will promote Volvo's new XC90 sport utility vehicle across the America Online family of interactive brands and feature several "AOL Anywhere" devices in promotional campaigns.
Volvo's first SUV - the XC90 - will be featured in the Autos areas of the America Online service, Netscape, and CompuServe where consumers can go to get detailed information on the XC90 as well as Volvo's entire line of automobiles.
Volvo and AOL said they also plan to create a special "My Volvo" page where current and prospective Volvo owners can get information from the Volvo Owners' Circle, access MyAOL and link to special AOL / Volvo promotions.
The Volvo XC90 goes on sale in the United States in November 2002.
The initiative builds on the companies' earlier collaboration on the first-ever online-only launch of a new car, the Volvo S60. That initiative was named "Best Online Campaign" by Adweek
magazine and yielded more than 2 million visits to Volvo's Web site as well as 45,000 requests for quotes from Volvo dealerships.
"We're delighted that Volvo has once again chosen America Online to highlight a new vehicle," said Robert Friedman, president of Worldwide Interactive Marketing for America Online, Inc. "The success of our last campaign together demonstrates that the AOL family of interactive brands are vital components of successful marketing programs and we're looking forward to taking our collaboration to the next level by promoting Volvo alongside our innovative AOL Anywhere products and services."
"America Online has been a great marketing partner for us in promoting new products," said Phil Bienert, manager of CRM, e-Business and future product strategy for Volvo. "They understand how to market a product while delivering a consumer benefit through compelling promotions. We're excited to expand the successful relationship between two great companies for the introduction of the XC90."