Online Promo Digs Up Treasure

Volvo and Disney are teaming up in a new online promotion. While Volvo hopes to promote the launch of its new XC-90 SUV, Disney's motivation is to create some anticipation for the launch of the new "Pirates of the Caribbean" sequel, which opens on July 7th.

In keeping with the pirate theme, Volvo plans to create a Web based "treasure hunt." Participants must visit a Volvo dealership to obtain a treasure map, which will then direct them to the promotion site. Over the next month, entrants must solve a series of clues, that will eventually lead them to the buried treasure: A brand new Volvo XC-90.

The hunt will take place internationally and the first three Americans to dismantle all the clues will be flown to the secret location. There they join other finalists from around the world where they will have a chance to participate in a race of challenges. The winner of the competition gets to dig up the treasure and drive it home.