- Volvo Cars’ “DRIVe Around the World” challenge was the most installed branded application on Facebook in 2009
- Seventeenth most installed Facebook application in 2009
- 63,000 Facebook teams took part in ‘DRIVe Around the World
63,000 teams from all over the world participated in the Volvo’s DRIVe Around the World game making it the most installed branded application and seventeenth most installed application on Facebook in 2009.
Volvo’s DRIVe Around The World game challenged users to virtually drive a Volvo C30 DRIVe to a Facebook friend who lives as close to 828 miles away as possible; that’s how far a C30 DRIVe can reach one just one tank of fuel. The car was then passed on from friend to friend trying to complete a virtual journey around the world within 80 days.
Although no team managed to circumnavigate the world within the 80 days challenge, there were teams travelling all the way from Cape Town, South Africa to Samara, Russia trying to beat their competitors in Asia, who travelled from Sofia, Bulgaria to the border of Mongolia. Others tried their luck on the East Coast of Africa travelling to Singapore or crossing the Atlantic to reach their friends in the US. The winning team, who made the most efficient journey, were able to “drive” their C30 DRIVe all the way from Sweden to Egypt, while meeting the game rules and objectives.
The game is the most installed branded application in 2009 having attracted a truly global audience spanning from Europe to North America, Asia and Africa.
“Here at Volvo Car UK we have a vision to be leaders in use of social media as part of our strategy to appeal to a larger, younger audience. This campaign’s success clearly shows that we are on our way to achieving this,” commented Anita Fox, Head of Marketing Communications at Volvo Car UK.
“To be number seventeen on the list of most installed Facebook applications and number one among branded is great and more than we ever expected”, says Lukas Dohle, Live Communication and Social Media Manager at Volvo Car Corporation in Gothenburg, Sweden.
“DRIVe Around the World was based on the philosophy that any given person is connected to the rest of the world’s population by only six degrees of separation. Our idea was to create a compelling experiment that encouraged people to get in touch with one another in a new and unique way,” he added.
The contest began on November 16 2009 and ended February 5 2010 and was promoted with an animated trailer, which received 569,000 views worldwide in 169 countries.
The winning team will be rewarded by a donation from Volvo Cars of 15.000 EURO in the team’s name to a Gold Standard certified wind farm project in Izmir, Turkey. Information about the wind farm project can be found on www.myclimate.org/en/carbon-offset-projects/international-projects/detail/mycproject/8/95.html.
They will use the funds to produce renewable and clean energy. The donation is more than enough to offset the amount of carbon an average person would create in a lifetime.