Volvo Safety Sunday pledges to give away $1 million in cars if there’s a safety in upcoming Super Bowl LIV

Participants must register online before the night of the Super Bowl

Instead of paying out tens of millions dollars for a Super Bowl ad, Volvo has found a different way to capitalize on the hype surrounding the big game. The Swedish automaker announced today that it will give away $1 million in cars should a safety be scored during the game which will take place in Miami on February 2.

Called the Volvo Safety Sunday pledge, the initiative is also meant to celebrate more than one million lives that have been saved by Volvo safety innovations according to Volvo USA.

Those hoping to score a free Volvo will need to register first on a website setup for the occasion. There, participants will configure their Volvo to their tastes. Any 2020 Volvo model can be configured in any trim and color according to Volvo’s press release.

Once that’s done, all that’s left is to hope a safety is scored by either the Kansas City Chiefs or the San Francisco 49ers when they meet in a little less than 2 weeks. If one does occur, Volvo will select random participants from those who entered and give out $1 million in cars.

A safety happens when an offensive player is tackled in his own endzone, the offensive team loses the ball in their endzone, or a penalty is called on the offensive team in their endzone. A safety results in two points awarded to the other team and a change of possession. According to this New York Times story, safeties happen about once every 20 games. The record for most safeties in a season was set in 1988 when 26 safeties were scored over 224 games.

In other words, the odds are slim we’ll see a safety in two weeks. Moreover, we don’t know how many people will actually take up Volvo’s offer and configure a car and so it’s impossible to figure out the odds here. On the other hand, it doesn’t cost anything to configure a car and we think the whole thing is a brillant, fairly affordable marketing strategy by Volvo.