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.
Why This Trend Is Growing
- Gamified Advertising
- Creating interactive contests or games as a way to engage consumers and divert attention from competitors.
- Facial Recognition Technology
- Utilizing facial recognition to track user engagement and measure commitment to a brand or product.
- Subscription-based Rewards
- Offering subscription-based rewards as incentives for consumer engagement and loyalty.
Industries Being Reshaped
- Automotive
- Integrating gamified advertising and innovative technology into automotive marketing campaigns to increase brand visibility and engagement.
- Mobile Gaming
- Incorporating facial recognition technology and gamified experiences into mobile games to enhance user engagement and interaction.
- Subscription-based Services
- Introducing subscription-based reward systems in various industries to foster customer loyalty and drive long-term engagement.
