Stare at a Volvo for long enough and you could win it

Volvo doesn't want you to watch the Super Bowl.

Volvo doesn't want you to watch the Super Bowl. Instead, it's encouraging would-be viewers to stare at its brand-new S60 for as long as possible.

The Swedish firm decided not to spend millions of dollars for a few seconds' worth of advertising during the Super Bowl. It developed a smartphone game named The Longest Drive which uses facial recognition technology to monitor how long each user manages to stare at the S60 for. The tech knows when a player looks away or falls asleep; there's no fooling it, according to Volvo. The company points out users can start over if they lose, however.

The three players who look at their phone for the longest amount of time could win a 24-month Care by Volvo subscription. It includes an S60 built to each winner's specifications, maintenance, and insurance. The catch is that the winners will need to return the car (or, at the very least, pay for it) at the end of the two-year period.

The Longest Drive starts on Sunday, February 3, at 6 pm EST and ends whenever the last player finally puts his or her phone down. There are conditions, of course. The winner must have a valid driver's license issued by one of the 50 American states, and the game is only compatible with a handful of smartphones.

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