Effort: "Best Drive in the Game" promotion.
Agencies: Carmichael Lynch, Minneapolis, for advertising; Carmichael Lynch Spong for publicity.
Twist: To get truck drivers' attention, Volvo is conducting a targeted on-air network TV sweepstakes promotion to win a Volvo 770 truck during its first-ever Super Bowl commercial. Open only to certified truck drivers, the sweepstakes invites drivers to match a phrase on their game piece with one airing during the Super Bowl Jan. 25. Volvo also will host free Super Bowl parties for truckers at 40 Flying J Travel Plazas nationwide during the game and invites drivers to participate in the Volvo 770 Test Drive Tour visiting 30 cities between Oct. 20 and Dec. 12.
Vital statistics: Grand prize is a Volvo 770 truck tractor. Up to 25 other winners will receive an expenses-paid trip for two to the Mid-America Trucking Show in Louisville, Ky. Entry is available at Volvo dealerships, Flying J Travel Plazas, via the Internet (www.volvoltrucks.volvo.com) and by calling (888) WIN-A770.
Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or