I am always impressed when I see the integration of TV and Web. In this case, Volvo is driving traffic that is tied to the Pirates of the Caribbean - At Worlds End to a Web site that about finding a buried treasure and a key to a new Volvo. Sometimes this type of marketing is just for buzz or branding, but this implementation has some very specific conversion goals. First the site would like you to stop by a Volvo dealer and pick up a treasure map. Seems like an awfully good start. Since you are at the dealership, why not look around?
Then you have to register on the Web site to find clues about "The Hunt". Ultimately someone will when a key to a new Volvo XC90 and $50,000 in Gold. Seems catchy enough. In the process they will amass a huge contact list for further marketing. Since this in Volvo, the list will probably be kept to themselves. If it was a less reputable company, the opportunities to monetize that list could be endless!