Volvo has created a campaign to show their new technology in their luxury vehicles. Self-driving cars are the proclaimed cars of the future and this campaign by Volvo is one of the first to do it in the industry. The brand is attempting to reach car buyers who are interested in future technology as well as first class vehicles. The problem at hand is complacency in car buying, all cars these days have pretty similar features and this new technology is different than anything else on the market. Volvo is already a luxury car brand that has a good reputation for the quality of vehicles produced, this technology is right for them because they already have a strong reputation as well as a devoted clientele. In this case it would be considered owned media because Volvo owns the technology and is advertising through social media channels getting their information out there. This is allowing the brand to obtain new consumers because it is so different than the competitors.