The Mystery of Dalarö

The Mystère of Dalarö is the name of an advertizing campaign carried out by Volvo for the output of its new model of S40.

This countryside is a successful example of countryside cross-country race-media which used with relevance the techniques of Buzz marketing (banner, video, Natel, platform Internet, Webgaming) and the traditional techniques (pub media, spot…).

" In the small town of Dalarö, a Volvo dealer sold 32 cars in the same day. he was astonished some since that corresponds to the sales figure the one year whole. The journalist Carlos Soto left to inquire into the subject, then it has disparu." quite simply;

The device of the countryside rested indeed on false rumors added around the mystery of Dalarö, these rumors one launched on the Fabric and in the traditional press, using strange messages taking again all the " terms; 32" and " Dalarö". Selected examples: " Dalarö, a Swedish small village, invents the 32 décembre" , " 32 mysterious births with the maternity of Dalarö" …

The best customers of Volvo will receive later a video game on CD-ROM.
Celui-ci will allow them can be to know the answer finally has this intrigante history, whose environment is between Projet Blair Witch & X-Files.

See too

the site of the play (remote loading in the heading goodies)
viral Marketing

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