All revved up with somewhere to go

The capacity to turn social media websites from gossipy chatter to legit marketing confounds many Gulf Coast executives.

But Volvo, the Swedish car manufacturer known for sleek, yet safe cars, sets an example worth emulating when attempting to build social media buzz that can possibly sell products, too. This Volvo approach also includes a University of South Florida Sarasota-Manatee student, a senior business major.

The gist of the Volvo method: The company set up a channel on Pinterest, a social media image sharing site where users “pin” their interests for others to see and share. Volvo Cars of North America, in a Pinterest contest, then had users create a four-day Volvo “joyride.” Contest participants, specifically, pinned the Volvo S60 T5 AWD with all the things that make a great road trip. That includes the destination, rest stops, clothes, playlists and, of course, snacks.

The three participants with the most re-pins, likes and comments won an actual road trip, taken over four days in a Volvo. The car company threw in extra perks, from gas money to two nights in a hotel.

All three winners, in exchange for a four-day lease and road trip necessities, will blog (read: brag) about Volvo and the experience. That's one key aspect of any social media strategy: To build positive brand awareness. Volvo, in this case, does that through passionate drivers. The company also does it at minimal cost.

The contest is also where USF student Joseph Axtell comes in. Axtell was one of the winners, and he plans to describe every aspect of his roadtrip, from Sarasota to Colorado Springs, Colo., USF says in a statement. That includes entertainment, mechanics of the car and comfort.

“Coming from the University of South Florida Sarasota-Manatee School of Business, I have been taught in so many classes the importance of social media,” Axtell says in the release. “For some it's simply a way to connect with our most loved friends and family. For someone like me and many others (like Volvo), it is a way to promote your business, present your career credentials and build a future for personal or business matters.”