IRVINE, Calif.--Volvo Cars of North America (VCNA) is singing the praises of its new Volvo S40 by rocking college campuses across the nation.
The carmaker is teaming up with Virgin Entertainment Group, North America to stage concert tours spotlighting new music from up-and-coming recording artists. The new Volvo model will be highlighted in four interactive X-box video game kiosks for students to use, featuring "Project Gotham Racing 2" in which the S40 appears.
Visitors to the S40 display will receive CD enriched with Volvo messaging and featuring hot new music from up-and-coming artists, as well as a link to the all-new Volvo S40 Web site.
"We've teamed up with Virgin Megastores because their customers fit the profile of the target audience that we are trying to reach," said Thomas Andersson, Executive Vice President of Marketing for VCNA, in a press release. "They are youthful, diverse, technologically savvy, sophisticated trendsetters, active people who will appreciate the all-new Volvo S40's innovative design and enhanced functionality."
