Volvo’s Safe Bet on the Super Bowl: $1M in Free Cars if Safety Scored
Volvo is making a bet on the Super Bowl — and a point about its longtime reputation for safety — by giving away $1 million worth of cars if either team scores a safety Feb. 2 during the Super Bowl 54 NFL championship game between the Kansas City Chiefs and San Francisco 49ers.
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It’s a clever trick play by Volvo to tout its safety features and get in on the Super Bowl online buzz without buying an ad in the game. A million dollars’ worth of cars is a relative bargain compared with the estimated $5.6 million cost of just 30 seconds of ad time in the game, according to trade journal Advertising Age. And betting for or against a safety is one of the more popular Super Sunday “prop,” or proposition, bets — wagers on things happening or not happening in the game.
In case you’re not a football fan (or just show up once a year for the Super Bowl), a safety is when the team on offense is tackled with, loses or fumbles the ball or is flagged for a penalty in its own end zone. The other team then gets two points and the ball. It doesn’t happen often, but there have been nine safeties in the 53 Super Bowls played since 1967 — 17% of the games versus 83% without one. There hasn’t been one since 2014, when the Denver Broncos gave one up on their first play of the game.
To enter, go to the Volvo Safety Sunday site and configure the Volvo you’d like. If a safety is scored, Volvo will pick entries at random to get cars up to a million dollars’ worth. You can research the full Volvo lineup on Cars.com here.
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While you apparently won’t see a Volvo during the game broadcast, you will see a bunch of car ads. Automakers on the list of ad buyers so far include Audi, Hyundai, Kia, Toyota and Porsche.
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