Volvo needed to bring to life the 2015 XC60 Drive-E for a new set of consumers – passionate about cars, and visiting the New York Auto Show, but unfamiliar with the car. They needed to try before they would buy – and Volvo needed to give automotive enthusiasts and auto show visitors a catchy and socially-informed reason to check out the XC60. Joyride Live was a social utility developed to provide a driving service for auto show-goers – giving them the chance to drive the XC60 Drive-E to and from the auto show to get behind the wheel.
Cake has been engaged in helping transition Volvo from an automotive brand squarely focused on safety messaging to a lifestyle brand that moves with consumers' needs. To kickstart and carry onward this lifestyle messaging, Volvo needed earned media opportunities to spark and continue authentic conversations with consumers in the lifestyle segments they were hoping to reach. Joyride Live - a true social utility - helped Volvo carry its lifestyle story with a unique and shareable moment for its consumers.
In its model year 2015 car line, Volvo identified 2015 XC60 Drive-E as a critical "test drive" for city dwellers and visitors. The moment required a responsive crew in additional to real-time response on social media; content distributed across Volvo's channels helped bring to life the "try before you buy" – and Volvo gave automotive enthusiasts a catchy reason to check out the XC60 online and in person. And the results were as thrilling as the live Joyrides themselves.