Volvo's love affair with Twilight

Volvo has quite the promo opportunity with the Twilight movies - special thanks to the Twilight author's brother who chose the vehicles.

In the first Twilight, we saw Edward driving a hot C30 3-door coupe – cool with or without Edward, and we'll now see him sporting the XC60 Crossover. The 3-door coupe received a whopping 4 minutes of coverage in the first movie, and this was without Volvo's encouragement.

Now we'll see the auto company sinking their teeth into the second installment of the Twilight movie with a global campaign including a specific Twilight-focused web site – WhatDrivesEdward.com.

It will be interesting to see how the audience reacts to a more forced campaign rather than a coincidental product placement.