Volvo’s SuperBowl Twitter hijack, which made mileage out of other brands’ TV ads, has won the Grand Prix for Direct at Cannes. The company saw a nearly 70% sales lift attributable to the effort, the jury said.

Volvo isn’t advertising in the Super Bowl this year. Instead, it’s running a clever Twitter contest that gets mileage out of other car brands’ TV spots. As of 6:30 p.m during the game, viewers will have the opportunity to nominate someone they deem deserving of a Volvo XC60 every time any car spot airs during the live event. All they have to do is tweet using the hashtag #VolvoContest. Volvo will then ask eligible tweeters to justify their choices before choosing five finalists to win the new SUV. Read more about the social media stunt, by Grey New York.