Swedish automaker Volvo launches a curious Super Bowl contest that actually encourages the audience not to watch the football event. The campaign is linked to a promotional smartphone game — dubbed 'The Longest Drive,' that features facial recognition technology that tracks the user's commitment to Volvo's alluring incentive.
The unconventional Super Bowl contest is a clever way of diverting consumer attention from advertising competitors while ensuring a gamified platform that singles out the Volvo brand. Individuals are allowed to listen to the event, while the facial recognition software will log the minutes or hours of engagement with the Volvo app.
The automaker's Super Bowl contest will single out the three people with the most time invested in 'The Longest Drive.' They will be awarded a two-year subscription of an S60 Momentum through Care by Volvo.