Today Volvo launched what it is billing as the biggest ever UK internet marketing campaign to promote the new executive sports saloon, the S60.
The campaign uses the web, WAP and personal digital assistants to total more than 20m page impressions during the campaign.
These will lead browsers to a unique Volvo S60 website, www.0-S60.co.uk, offering information, entertainment and the chance to take part in an on-line racing game.
The S60 broke 18 British land speed records at Millbrook Proving Ground in October. An on-line drive has been created to test site visitors' skills in a 24-hour virtual race. At the end of the six week campaign, the winner will be awarded a new S60.
Michele May, Volvo Car UK marketing communication manager, said: "The new Volvo S60 is a radical, exciting and innovative model for Volvo and by using the internet and new media technology, its launch campaign reflects these values."