Dive Summary:

• Volvo, after starting up its own Pinterest account, is now conducting a campaign, encouraging users to create pinboards titled "Volvo Joyride" and pin images of the Volvo model S60 T5 AWD along with other items, such as favorite road trip destinations, outfits or songs.
• The promotion runs through Sept. 26 and will reward three winners, who will be judged based on most re-pins, likes and comments.
• Volvo currently has 786 followers on Pinterest.

From the article:

" ... Gangeri says Volvo had a soft launch on Pinterest in August.

'We built out the first pinboards to highlight the design elements that make our cars unique, display how pet friendly our cars are, how versatile your life can be living with a Volvo and our various concept cars over the years,' she says. 'This brand is a lifestyle brand and Pinterest presented an opportunity to showcase that.'

In addition, Pinterest was a platform of interest to Volvo because its target audience is women 25 to 54 years old. ..."