Car companies feel obliged to advertise at the Super Bowl, on account of the 100 million Americans that watch it each year. In 2015, car companies combined spent over $60 million on Super Bowl ads, but Volvo didn’t buy any. Instead they created an Intercept campaign – whenever viewers saw a competing car commercial during the game, they could tweet using #volvocontest and had a chance to win a new Volvo.

Volvo tweets spiked with a total number of 50,339 tweets, and they raised their sales by 70.7%.