Nearly all of America is gearing up for the Super Bowl this coming Sunday, yet Volvo doesn't want you to watch it - they want you to stare at their mobile site instead.
Automakers have been seizing the opportunities Super Bowl Sunday presents to get their commercials on television as the game is one of the most watched events on television, with approximately 103.4 million persons having tuned in last year.
Volvo, though, wants to take things to the next level. While many car companies will be fighting for prime ad slots, they're looking to have fans miss the game altogether.
The Swedish company will hand persons the opportunity to drive off with a brand new S60 sedan by looking at their app for the duration of the game.
As part of the Longest Drive campaign, fans can visit a special website via an eligible mobile device and watch footage of the vehicle. The three individuals to watch the footage the longest will win a Care by Volvo subscription to the 2019 S60 T6 AWD Momentum.
The challenge is set for 6:00 PM ET on gameday - Sunday, February 3 - and fans will be able to enter multiple times throughout the game. The site, though, will detect when a player looks away from the screen and each "test drive" will end as soon as that happens.
“We feel that this approach is better than just running a television commercial as it brings more excitement and engagement to our fans.” Volvo USA’s Vice President of Marketing, Bob Jacobs, says.
He also claims that the S60 “symbolizes the belief that you should follow no one and focus on what you think is best.”
This unusual competition is open to U.S residents who are at least 18 years old and possess a valid driver's license. They will need to visit s60longestdrive.com on a mobile device with a front-facing camera and a compatible browser.
The people who record the three highest times will win a two-year subscription to the S60, which is worth $19,800.
Whether that's worth missing the Super Bowl or not is up to you. But there's still time to figure out how to do both.