Another example of the brand‟s wish to target younger people is its partnership with the movie Twilight which is very successful among the youth. Indeed, Volvo Cars is used in the movie and a commercial has been made with images from the movie. This commercial is broadcasted in movie theatres and should have an important impact on Volvo Cars‟ sales. Volvo has also known how to take advantage of the success of social networks such as Facebook or Twitter: the brand has organized online games with prices, free trials of new Volvo cars were proposed etc.