Volvo Announces Winner of "Biggest Fan of the BIG EAST" Contest THE BIG EAST" CONTEST

New York, NY - March 8, 2011 - The BIG EAST Conference and Volvo Cars of North America today announced that Steve Springer has won the title of Biggest Fan of the BIG EAST, after a season-long competition sponsored by Volvo as part of its partnership with the college basketball conference. The judges from Volvo, the BIG EAST and IMG College cited his engaging blog posts, compelling videos, which included an appearance on his local CBS affiliate, and sharing across his social networks as key reasons for his win. Steve also won the season long, public Volvo Fan Poll hosted on MyBigEastVolvo.com.

Steve will receive an all-expenses paid trip to New York for the Big East Championship tournament, which starts today. Volvo will also donate $10,000 to Steve's alma mater as part of the prize package.

This unique Big East basketball sponsorship engaged alumni who are "social media influencers" from each of The BIG EAST's 16 member institutions. A selected representative from each university attended BIG EAST Basketball Media Day in New York City on October 20th to officially launch the promotional campaign for his/her school. Following the event, each school representative was challenged to write bi-monthly posts and to gain votes on the fan poll on a custom micro-site, mybigeastvolvo.com, throughout the upcoming basketball season. Each of the 16 alums were awarded a weekend back at their alma maters, where they drove the all-new Volvo S60 around campus throughout their stay. Officials of The BIG EAST and IMG College monitored each representative's postings over the four-month period, and selected Steve Springer.

To date, there are nearly 100MM estimated impressions related to this campaign, based on the combined coverage from the social media influencers as well as press and bloggers.

The partnership between Volvo and The BIG EAST is managed by IMG College, a division of IMG Worldwide, the exclusive multimedia rights holder for the conference. Volvo media agencies of record MPG and Media Contacts, social media agency Cake Group, and Volvo's digital agency of record Euro 4D, all part of Havas Media (www.havasmedia.com <http://www.havasmedia.com>), are handling traditional, digital and social media responsibilities for the campaign.

"It has been an amazing promotion. Our hats off to all the influencers, whose amazing contributions surpassed our wildest dreams for the competition. They made this a very difficult choice. We're very proud of them for the work they put in and their support of their schools, Volvo and the Big East," said Rick Bryant, Vice President, Northeast Region, Volvo Cars of North America.

At Madison Square Garden in March, Volvo's presence will include exposure with tower banners outside the building, courtside signage, LED ribbon board and center-hung scoreboard promotions within the "world's most famous arena." Volvo will also be a featured sponsor of the national radio broadcasts of The 2011 BIG EAST Championship on the BIG EAST IMG College radio network.