Volvo won’t be among the large number of automakers that you’ll see advertising in this weekend’s Super Bowl XLIX, but if you are a Twitter user, there’s a good chance you will still hear plenty about the Swedish brand during the Big Game. Rather than spending the millions of dollars for a 30-second Super Bowl ad, Volvo is “intercepting” the commercials from rival automakers by giving away a 2015 XC60 crossover.

To enter the Volvo Interception contest, all you have to do is wait for any car commercial to come on during the Super Bowl (don’t worry, there will be plenty) and then post a tweet with a person’s name who you think should win the car along with the hashtag #VolvoContest. Volvo says it will respond to all “eligible tweets” to ask why that person deserves a new car. The best part is that you can nominate anyone: a friend, neighbor, family member or just someone you know in passing. Talk about the ultimate way to pay it forward.

From there, a panel of five judges will whittle the list of entrants down to just five potential winners. Rules state that the participants and the winner must be legal residents of the U.S. and at least 18 years old, and are limited to one nominee per Twitter account. Other than that, Volvo did not say what will go into its decision when picking the grand prize winner, so sharpen up your writing skills and think of someone you know who deserves a new car.

As a bit of a dry run before Volvo attempts to break Twitter by giving away a free car, Jimmy Kimmel Live also took part in the contest, giving away a new XC60 to a nurse at a car wash, which you can check out here.

Click past the jump to read more about the Volvo Interception giveway.

Why it matters


With the amount of money companies are spending on in-game ads during Super Bowl XLIX, Volvo is taking to the Twittersphere to advertise its brand and provide one lucky person with a new Volvo XC60. The best part is that rather than the $4.5 million NBC is charging for a 30-second commercial in the Super Bowl, pricing for the XC60 is less than $50,000.

2015 Volvo XC60

The Volvo XC60 has been the best-selling model in Volvo’s lineup since 2009 (a year after it was introduced), and following a relatively minor design update for 2014, the 2015.5 Volvo XC60 receives even more attention. Similar to the closely related S60 sedan, the biggest change made to the XC60 for the mid model year is the inclusion of Volvo’s new Drive-E engines, each featuring stop/start technology and paired to an eight-speed automatic transmission. The XC60 T5 Drive-E uses a 2.0-liter turbocharged four-cylinder that returns 240 horsepower and 258 pound-feet of torque, while the XC60 T6 Drive-E uses the same 2.0-liter engine, but adding both a turbocharger and supercharger to increase output to 302 horsepower and 295 pound-feet of torque.

Volvo XC60

2015 Volvo XC60 - Driven High Resolution Exterior
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Press Release

On Sunday, February 1, 2015, Volvo is launching Volvo Interception, an opportunity for game day viewers to nominate someone deserving to receive a brand new, award winning Volvo XC60.

Volvo Interception is a socially-driven alternative to game day television advertisements. The effort is an extension of the company’s human centric mindset of putting people first in all areas and is found in the design and technology of all Volvo cars enjoyed by drivers around the world.

"People have always been at the heart of Volvo, inspiring the products and experiences we create," said Bodil Eriksson, EVP, Product, Brand, Marketing & Communications, Volvo Cars of North America. "We want to bring that mindset front and center and celebrate the people and passions that inspire us and our customers."

The Volvo Interception will begin at 6:30 p.m. ET-on Sunday, February 1. Whenever any car commercial airs throughout the big game, people can tweet with the hashtag #VolvoContest to tell Volvo who they think deserves a brand new Volvo XC60. All eligible tweets will receive a response from Volvo, and each person must then tell why his or her nominee was chosen. Following the conclusion of the entry period, five potential winners will be selected by judges from all entries received.

So, who would you give a Volvo to? Visit www.volvointerception.com for video, contest details, and official rules. For media information on Volvo Cars of North America, please also visit www.media.volvocars.com/us.

The interception is coming. Stay tuned!

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