Driving innovation and finding inspiration through consumers is Volvo‘s top priority, as the brand launches a new social media promotion right after their Facebook crowdsourcing effort “You Inside“. This time Pinterest serves as their platform for promoting the new Volvo S60 T5 AWD.

A contest dubbed “Volvo Joyride”, which runs through the 26th of September, was created where Pinterest users can create a pinboard, and share images of the Volvo S60 T5, as well as images and videos relating to their ideal road trip that fit into four different categories. These categories include Road Trip Final Destination, Road Trip Stops, Road Trip Outfit and Road Trip Music. The three Pinterest users whose pinboards have the most followers when the promotion ends will receive the Volvo S60 T5, as well as a road trip funded by Volvo. The contest is for US (18+) residents only, see official rules here.

In a interview for Marketing Daily, Joseph Barbagallo, social media manager for the Rockleigh, N.J.-based North American unit of the company, says Volvo also has a strong social-media fan base already on several of the usual social-media suspects, “so we are looking at activating on those channels and bringing those fans from sites like Facebook and Twitter onto Pinterest. Volvo has lots of consumers who take road trips, so it’s a natural with what people are already doing. This lets us put products in their hands.”.