You must use digital PR to reach out to consumers, giving yourself that extra edge ahead of competitors.

With this in mind, Volvo has launched an online campaign for its S60 model which asks for users input in developing the final part of the campaign.

Running ahead of the launch of its S60 later this year, the activity aims to show the car’s naughty side in three online films.

The films, which can be viewed at naughty.volvocars.com, show the car doing a slalom test, each time in a ’naughtier’ way, such as driving backwards.

At the end Volvo asks the viewer whether they want the video to be naughtier, before inviting them to a crowdsourcing programme to help with ideas for a fourth film. This will be released to coincide with the car’s on-sale date.

The campaign was created by communications agency Arnold Worldwide and Euro RSCG 4D. Don Lane, Volvo global brand director for Arnold, said, “The Naughty Volvo campaign is designed to be as surprising and innovative as the product itself. This is by far the most integrated, modern campaign we’ve developed together with our partner agencies.”