Most people think of Volvo as the maker of the "safest cars on the road." However, in this recent commercial produced for the web known as the "Ballerina Stunt," Volvo aims to highlight the precision of its new model of big-rig trucks which will be sold exclusively in the European market.
In an unconventional digital marketing campaign, Volvo orchestrated a death defying stunt in which world record-holding highliner Faith Dickey walks on a rope between two speeding trucks on a highway. Dickey must cross the rope before the trucks enter a tunnel and the rope snaps.
The video was posted on Aug. 15th and already has over 2 million views. But as we discussed in class, does the Volvo brand message get lost? Is Volvo actually reaping the ROI for the Volvo brand or is this just another popular YouTube video that won't result in more Volvo truck sales?
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