TV & VIDEO – Irv and his P1800 are living proof there are 3 million reasons to believe in the brand. A 2-minute video, :60 & :30 TV spots, and :15 rich media invited Volvo enthusiasts online, deeper into the story.

INTERACTIVE – At the heart of the story is a dynamic online experience. At 3MillionReasons.com visitors become participants, celebrating Irv’s achievement and sharing their own reasons to believe. Of course, links provide quick access to volvocars.com and nearby dealers.

SOCIAL MEDIA – 3 million miles? Are you kidding me?! We provided the content so that friends could tell friends in their preferred social circles, sharing the story with links pointing back to the campaign site.

IDENTITY – Powerful movements need a strong identity. This mark helped hold the campaign together, echoing the design of the original Volvo P1800 emblem while conveying a contemporary look and feel.

DIGITAL ADS – Online advertising helped fan the flames. Easy rollover interaction revealed rich media content and geo-targeting linked to near-by dealers.

POINT OF SALE – From interactive displays to special promotions (Introducing the 3 Million Mile Maintenance Package), Irv’s story proved the brand’s reliability where it mattered most: on the dealership floor.

PUBLIC RELATIONS – Sustained public relations targeted key media outlets, including select automotive properties, top retail trade areas and prestigious auto shows.

EVENT MARKETING – Irv reaches 3MM. At the heart of the campaign is the precise moment Irv’s odometer trips 3 million miles in the one place he has never been: Alaska. Streaming the moment live via satellite from the Denali Highway, the website becomes Volvo’s own HD network, immediately followed by a national satellite media tour.