The Volkswagen Polo is one of the most desired car models for young people. In order to foster engagement amongst the digital native target, DDB Spain developed a strategy in social networks aimed to convert the brand in the first topic of conversation on Twitter for a day. The focus of the action was the creation of the hashtag #Polowers, to give a name the followers of the VW Polo in the network. And the reason for the meeting was the celebration of the 1st Polowers Race on Twitter.
In terms of results, the campaign generated more than 150,000 tweets 8 hours after launching, at a rate of 5 tweets per second. And it did so on more than 10% of Twitter΄s total audience in Spain, in addition to leading the Top 10 trending topics. Also, the game generated a vast amount of visits to Polo΄s product section on www.volkswagen.es, reaching a record of its history.