How do you become your country’s no.1 trending topic on Twitter for a day? Well, if you’re Volkswagen, you organise a race. And if your car is targeted towards the young digital-savvy crowd, you organise a tweet-race that propels your brand to the top spot on the trend list at a speed of 5 tweets per second.
Volkswagen Spain and DDB came up with the POLOWERS Grand Prix (full marks if you cracked the ‘Polowers = Polo + Followers’ mash-up). They integrated the Twitter API into the Polowers microsite and asked users to become followers to participate in the race. Every time a participant tweeted using the #polowers hashtag, a virtual Polo on the microsite 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 campaign resulted in over 150,000 tweets in just 8 hours reaching 10% of Spain’s total Twitter audience. The Polo section on Volkswagen Spain’s website received a record number of visits. Know more in this case-study video below: