Volkswagen Polo is one of the most desired cars amongst the youth of Spain. To make a big entry DDB Spain created a Tweet based race that would make VW Polo the most trending topic on Twitter for that day.
A special hashtag #Polowers was created in order to give a name to the VW Polo Followers. Then to generate conversation amongst the Polowers a race was setup where each tweet took the follower to the first position. When the Polo stopped at one of the 5 designated stops, the follower in the first position at that time would win a prize – iPad, Denon Ceol music system, Leica D-Lux 5 camera, VW Bike and eventually the grand prize VW Polo itself.
In terms of results, the campaign generated more than 150,000 tweets in 8 hours after launching, at a rate of 5 tweets per second and reached more than 10% of Twitter’s total audience in Spain. It also became the leading Top 10 trending topic and generated a record breaking amount of traffic to Polo’s product section on Volkswagen.es.
Last year Mercedes-Benz had created a tweet based race that had real life cars fueled by tweets. 🙂 Check out that campaign here.