Volkswagen has yet again come up with a great digital campaign – this time in Spain, and focusing on Twitter.
Volkswagen knew they had a hit with the Polo, especially among young people, but when they launched the new Polo they were disappointed with the lack of tweeting activity. So they decided to come up with a unique way of getting more young people tweeting about their latest release – a Twitter race.
Using the hashtag #Polowers (VW Polo Followers) Twitter users could enter a tweet ‘race’ to be in with a chance of winning a brand new VW Polo. Each time they tweeted about the car, their tweet would put them in pole position in the race – the Polower in first place when the car stopped won the Polo.
Within 8 hours more than 150,000 tweets were generated – that’s over 5 tweets per second – and #Polowers had beaten Justin Bieber to Number 1 spot in trending topics. Looks like another win for Volkswagen!
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