The Volkswagen Polo is one of the most desired car models for young people. In order to foster engagement amongst the digital native target, DDB developed a strategy in social networks aimed to convert the brand in the first topic of conversation on Twitter for a day.

Launch the campaign
Published
December 2012
Topics

The Story

The Volkswagen Polo is one of the most desired car models for young people. In order to foster engagement amongst the digital native target, DDB developed a strategy in social networks aimed to convert the brand in the first topic of conversation on Twitter for a day.

Every time a player tweeted using the #polowers hashtag, a Polo on the site would advance a few metres. The person to send the last Tweet before the Polo crossed the virtual finish line would win the car.

The Technology

  •  

    Social

    Twitter

The Results

In terms of results, the campaign generated more than 150,000 tweets just eight hours after launching, at a rate of five tweets per second. And it did so on more than 10% of Twitter ́s total audience in Spain, in addition to leading the Top 10 trending topics. The game also generated a record number of visits to Polo ́s product section on www.volkswagen.es.

20

team members working on this project

30

total hours of missed sleep

127

total cups of coffee drunk

Launch Date May 21, 2012