Volvo
ORG
Volvo
In 2004, Volvo ran ads in European car magazines claiming that 32 people in Dalaro, a small village in Sweden, all bought Volvo S40 sedans on a single day, more than the local Volvo dealer would typically sell in a year. A short video posted on the town and the sale on Volvo's Web site became an Internet cult phenomenon in Europe, with more than 400,000 people visiting the Web site in the first six weeks. The Mystery of Dalaro campaign resulted in impressive sales figures; in the first half of 2004, Volvo sold double the number of S40's it had sold in the first half of 2003.