Sponsor a Contest: News Hooks that Work

Examples of News Hooks that Can Generate Publicity 

What Drives Edward? A Volvo
ABC News, by Sarah Sargenti, Nov. 24, 2009 
(excerpts follow below)

Take your "Twilight" trivia to the next level& and win a car? Before the release of the hit film "New Moon," Volvo launched a contest in which you could win a brand new Volvo XC60. The contest, called "What Drives Edward," is a six-part contest online. The car is also featured in the movie with character Edward Cullen (played by Robert Pattinson) driving it.

The contest ended Nov. 23, though its logon page, www.WhatDrivesEdward.com, is still live. The winner will be announced Wednesday, Nov. 25. Once enrolled, players were asked questions that tested their knowledge of the "Twilight" saga. Starting on Nov. 1, players were given clues during six different phases to help solve the series of puzzles and were encouraged to exchange hints through Facebook, Twitter and Myspace.

A Volvo C30 was featured in the first "Twilight" movie. The Volvo X60R, written in the story itself, is no longer produced so the production team used the Volvo XC60 in "New Moon."

To read the entire story, go to http://abcnews.go.com/Business/volvos-contest-drives-edward-cullen/story?id=9158958