Marketing Agency Plan B Connects New Volvo Car Owners with "Poster Child" for Regular Maintenance

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The growing Volvo "VINE" online community features coverage of the 1966 Volvo with over 2.7 million miles. Plan B, an advertising agency in Chicago, recently developed a social web marketing plan to feature Irv Gordon and his timeless red car. Plan B continues to help Volvo with their CRM efforts, connecting customers with their car.

As Customer Relations Management agency of record for Volvo Cars of North America, the Chicago headquarters of advertising firm Plan B always looks for opportunities to keep Volvo owners connected with the brand. Recently, Plan B used social web marketing to feature the Guinness Book of World Records holder for "the highest certified mileage driven by the original [vehicle] owner in non-commercial service" -- Irv Gordon's 1966 Volvo P1800S.

A retired science teacher in Long Island, New York, Irv Gordon has driven his Volvo over 2.7 million miles - and counting. Over the years, he has serviced his car at the same local Volvo dealership, with regular oil changes and tune-ups plus standard replacement maintenance items. Besides fixing some body damage, recovering his leather seats and repainting the exterior, Irv has kept his car the very same as it was 43 years ago (his engine was rebuilt once, in 1977.)

Plan B advertising has given Irv's story a prominent spot at the Volvo "VINE" online community, where registered Volvo owners can read real-life histories how many drivers enjoy exceptionally long vehicle life through proper care and regular service. The web is an important channel in Volvo's CRM efforts, and Plan B creates and manages blogs, e-mails and other social media applications that bring owners together in the places they prefer to communicate.


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Ric VanSickle
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