Volvo is using Twitter to test creative ideas through its agency Arnold Worldwide. One spot featuring an ostentatiously dressed Chihuahua rubbed dog lovers the wrong way and was rerouted to out-of-home, for example. The automaker has vowed to raise digital spending 40% this year to support campaigns such as #Swedespeak Tweetchat. "When we do research with owners, they tell us that's how they feel. That is the characteristic we are honing in on with this campaign," says Tassos Panas, North American chief marketing officer.