The Duel was officially announced 10/6/2006 with a spot on the VS network. That same day, content-filled, enthusiast blogs were seeded while Rich Media video banners launched on ATV sites. Fans attending ATV races encountered flyers about the Duel, Duel theme song CDs, and found Tiller’s business card, stamped with Polarisduel.com (the campaign hub) on their windshield. Users helped spread the word by challenging their friends to duels online and posting blog comments.

Within ATV enthusiast blogs, The Duel yielded 16 times more posts than any other topic. Positive opinions of Polaris ATVs increased 25% and interest increased 49% among non-Polaris owners. In sum, the campaign garnered over 10 million PR impressions and remains the most talked-about campaign in the ATV industry.