This insight made Volvo create "Volvospåret". In celebration of every participants effort, they were offered to choose an alternate path "Volvospåret". A specially designed tunnel where each and every individual achievement was documented, both by filming and by technical data.

The outcome: receiving your own unique video in your smartphone after finishing. An object of pride, a memory to be shared with your close ones.

Before the race the participants of Vasaloppet received an e-mail with at teaser film that explain "Volvospåret - a memory for life". At sight there also was speakers in the start.

Volvospåret was located bout 30 km before finishing. A specially designed tunnel where each and every individual achievement was documented by filmcamera and some technical data. This data and film was integrated in a film production so every one that finished Vasaloppet (and choose Volvospåret) received an unique celebration video in their smartphone. A memory for life and something to share to friends and family.

Over 100.000 participated in Vasaloppet 2016. Out of those, 80 % choose Volvospåret and got their personal celebratory video.

Furthermore 47 % chose to share their video with friends and families which combined into a total of 37 600 shares.

The activation more than doubled brand preference to 69 % after the experience. Compared to Volvo’s 20 % market share in Sweden and 2% globally.

But most importantly – Volvo immortalized thousands of achievements, creating lifelong memories for the prime movers of Vasaloppet – the participants.

Volvospåret – in evidence of that Volvo care – for real!