Reveille, Volvo buckle up for Web ride

August 03, 2007 Reveille came up with the concept for "Mr. Robinson's Driving School" and took it to MSN -- which signed a first-look deal with Reveille about 18 months ago -- and then MSN pitched the idea to Volvo, a long-term advertising partner typically interested in innovative online marketing campaigns. Volvo signed up to finance the show, its first Web series in the U.S., and is using it as the lead marketing initiative for its new C30 four-seat hatchback, which is likened to the Mini Cooper and aimed at a younger market than most of Volvo's vehicles. The Swedish automaker was involved in the earliest stages of the show's development, with the producers working to integrate the C30's marketing themes and "attitude" into the series.

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