We wanted to make a grand entrance on Twitter, to become the main topic of conversation for a day. So first of all we created a powerful hashtag: #POLOWERS, the hashtag for Polo followers. Then we generated a good conversation subject: The First Polowers Twitter Race, a thrilling tweet race. Third, an addictive mechanic: each time a Polower tweeted, he took first place. Whoever was in first place when the Polo stopped would be the winner. And last of all, we gave our Polowers freedom, the site suggested a subject and they could write what they pleased.

An advergame created after a powerful concept: the hashtag #Polowers (Meaning VW Polo followers). It asked users to participate on a race in which their tweets would earn them the first position on a queue behind a VW Polo that drove through a virtual highway. The last one to tweet when the Polo´s fuel tank was empty would win the car. Said tweets needed to make a joke using a random hashtag from a pre-selected set of topics and use the campaign´s hashtag, #Polowers. The participants firstly needed to become VW followers in order to enter the game. TV, print, display and promoted tweets drove traffic to the central site, where the fun took place. But the main media were the participants themselves.

More than 150,000 tweets in 8 hours (which is when the race came to an end), at a rate of 5 tweets per second. And it did so reaching more than 10% of Tweeter´s audience in Spain and leading the top 10 trending topics on the day of the race. It generated a vast amount of visits to Polo´s product section on www.Volkswagen.es, reaching its visits record in history. The campaign boosted sales during the campaign, making the car #2 in its segment, only topped by the segment´s main player, Seat Ibiza (lower price and more brand awareness).