"Diving" for treasure
It's all about product placement and, corny as it may sound, Volvo's shifted into full gear to get its name out there in conjunction with the May 25 release of the third installement of "Pirates of the Caribbean: At World's End."
Volvo has sunk a treasure chest full of money and the keys to a new car somewhere in the watery world. Online treasure seekers use clues to chart the booty's location. This virtual advertising scheme has a hint of "Myst," a dash of "The Amazing Race" and about 30,000 players. Get clues at volvocars.us/thehunt. Volvo's treasure hunt blog and message board is at thehunt07.spaces.live.com
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