The Road to the Volvo S60 campaign was a fully integrated campaign, designed to generate leads for the Volvo S60, by leveraging the popularity of the NCAA College Basketball Tournament through a sweepstakes promotion. The campaign highlighted offensive and defensive features of the Volvo S60. It then asked people to go to the Volvo website and vote for what they thought was more important - good offense or good defense. Once they'd voted, consumers were able to enter The Road to the S60 Sweepstakes for the chance to win a Volvo S60. While TV, interactive TV, the internet, email, WAP-enabled cell phones an PDAs were used to attract as many people as possible; the website itself was designed to find the people most likely to purchsae a Volvo S60 in the near future. To achieve this we added a short, targeted survey to the sweepstakes entry form. Ultimately, the seamless nature of campaign, combined with the similarity between the people who watch the NCAA and Volvo S60's target audience, meant that The Road to the Volvo S60 was a huge success. All the results were tracked in real-time and provided some surprising insights into the effectiveness of the different media used.