C|Net is reprinting a New York Times article on Volvo’s new videogame (or more accurately – “advergame”) for the XBox: “Volvo Drive for Life“. My first reaction is probably what most gamers will do… roll my eyes. However, considering it’s free and only intended to introduce potential customers to their brand, maybe it’ll work. There’s plenty of non-videogame playing adults with access to a console (good way to force lil’ Johnny off the box and make him do his homework; “Sorry son, your mother and I are still considering buying a new car… homework done?”).

Beyond the targeted application though, it occurs to me that Volvo may have the makings of an underground hit on their hands. A “hit”, that is, with Driver’s Education programs. What better time to differentiate the brand with their “safety” message than when potential customers are feeling most vulnerable? And what better time to sell the brand than when people are becoming newly-minted drivers? Further, if it’s on the XBox, a PC version can’t be far behind (as the XBox is so closely-related to Windows). I’ll be interested in hearing if this is what eventually happens. It’d certainly be a clever (if sneaky) tactic.