In the automotive industry, one of the toughest job is getting people inside cars for test drives.

And it was an even more pertinent issue for the new Polo. Because from the outside not much had changed, but on the inside, it was like a new car. We knew if people test drove the new Polo, they'd appreciate all its new technologies and upgraded interior.

But test drives are boring, and even more so, inconvenient. So we created #PoloTag – an engaging Twitter Tag game promotion that incentivised test drives, by giving you the chance to win the new Polo, and got you inside the new Polo in a simple but fun way: hashTAGging.

And to enter the promotion, you needed to drive the new Polo during #PoloTag.

We invented a Twitter based test drive game that directly targeted potential Volkswagen buyers: PoloTag.

For 6 days, in 3 major cities, South Africans could spot the new Polo around specified routes, tag it on Twitter, and drive it immediately. The person who drove it for the longest, without being tagged, won the car.

The campaign launched with our desktop and mobile site, featuring the leaderboard and an interactive map. Facebook ads and promoted tweets sent people to our campaign site, and on the days of the activations, they targeted the regions where PoloTag was taking place. Regional bloggers and online personalities kicked off every day. On the days of the activations, we live tweeted clues revealing the Polo's location. Outdoor posters and flyers were seeded with the landmarks on the predetermined routes. Finally, at the end of PoloTag, one lucky winner, drove away in a brand new Polo.

We turned a boring test drive into a social game of tag:

In just one month, we generated over R6,1 million in PR.

#PoloTag trended on Twitter and we were mentioned 5012 times.

944 new tweeters followed @VolkswagenSA.

Over 27 million people were exposed to our campaign.

In just 24 hours of PoloTag, the new Polo was test driven over 70 times.

With 15 hours, 9 minutes and 5 seconds spent enjoying the interior.

1 lucky winner drove away in a brand new Polo.

And since the start of the campaign, test drives for the new Polo increased by 243%.