The Volkswagen Polo is one of the most desired car models amongst
a target group of people between the ages of 18 and 28 worldwide. Despite its
popularity, however, there was very little engagement with the car in the
digital native market. It was being ignored by the social networkers, and was
mute in online conversation. This is why DDB Spain developed a strategy that
would convert the brand into the number one topic of conversation for a day
through Twitter; a platform where it was particularly scarce. They launched the #polowers (Polo + Followers)
campaign, which drew the attention of Polo fans from far and wide by
essentially creating a ‘race’. By using
the hashtag and tweeting about the Polo, followers powered the car – each time
a pollower tweeted, he/she would take first position. The pollower to be in the
first position when the Polo stopped, would win it!
The campaign was a massive success! It generated more than
150 000 tweets after 8 hours of 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 topics on Twitter that day – achieving its main
goal. On top of its Twitter traction, the pollower twitter race also generated
a vast amount of visits to Polo’s product range on www.volkswagen.es, reaching a record of its
history.
As a young, ‘digital native’ and Polo driver myself, I loved
this campaign. Enjoy!
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