VW – Polo, Polowers…

hollerlab —  January 15, 2013 — Leave a comment

A really nice cmapaign from Polo in Spain in an attempt to get the vehicle trending on Twitter. Unlike Facebook, in which native mechanics cannot be used to enter into competitions. This demonstrates a nice way of taking tweeters native use of the platform to create an entry mechanic that is engaging, addictive, easy to track and undestand. By using the Hashtag #Polowers to your tweets, you would be added to the lead of an 8 hr race whcih was visualised on a specially dedicated website.

With the last tweeter to tweet the Hashtag at the end of the 8 hrs winning a Polo. Over the 8 hr campaign, the hashtag was tweeted 150, 000 times. Showing that native adertising is powerful and can have huge impacts if implemented well. It would have been nice to see a stronger insight than just people weren’t organically tweeting about Polo. But nevertheless, created phenomenal SOV and apparently a record number of traffic to its website.

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