Who Would You Give A Volvo To?

So who wants to win a car? Time to pay attention to those commercials.

Volvo won’t be an official Super Bowl advertiser this weekend, but several of its competitors will be—a fact the Swedish automaker plans to use for its own benefit.

With a promo called “The Greatest Interception Ever,” Volvo is asking fans to tweet its hashtag, #VolvoContest, during other car brands’ Super Bowl commercials. Participants will nominate a friend or loved one to win a new Volvo XC60 luxury crossover, with the idea being that the company wants to focus on real people rather than its own marketing message.

“While other car companies are showing you what matters to them,” explains the video below, “we want to know who inspires you, who moves you, who matters most to you.”

The initiative, created with Grey, New York, kicks off at 6:30 p.m. ET on Sunday. Selected tweets will get a response from Volvo, asking why each nominee was chosen. Five winners will be selected.

While the Super Bowl usually hosts a large number of car advertisers—11 of them in 2014—many automakers are staying on the sidelines this year. The upcoming game is expected to have just five: BMW, Kia, Lexus, Nissan and Mercedes-Benz.

Source: AdWeek