Volvo, the Swedish car maker launched a social media contest today that plays off its product placement deal with Summit Entertainment, in which Twilight star Edward Cullen drives the new crossover vehicle.

“Volvo is central to Edward’s character in the Twilight saga,” said Doug Speck, president and CEO of Volvo Cars of North America, in a statement.

The contest, What Drives Edward will challenge participants to six phases of puzzles beginning on November 1, 2009. Those wishing to enter the contest will need to submit an entry form and register on the official contest website. Once each puzzle is solved, entrants can submit them online and will receive email notifications once the next phase has begun.

Participants will also be encouraged to exchange hints through social networking sites such as Twitter, Facebook and MySpace. The first person to solve each of the puzzles and submit their answers will win. The website also features photo downloads, wallpaper and movie trailers.

“Presumably with Twilight being a tween girl franchise, they are hoping that the message might be picked up by moms to use the Volvo to take their adolescent little vampires to soccer practice,” said Lucian James of the brand strategy consultancy Agenda.

The grand prize winner of the What Drives Edward contest will receive a 2010 Volvo XC60 T6. Entrants who register on the contest website before November 9, 2009 will also be automatically entered into a sweepstakes draw for a chance to attend the premiere of The Twilight Saga: New Moon on November 16 and meet the cast members.