March 2014
Intermediate to advanced
272 pages
4h 37m
English
Content preview from The Best Digital Marketing Campaigns in the World II
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Market
Spain
Descriptor
Volkswagen leverages Twitter to terrific effect.
The challenge
VW wanted to support Volkswagen Polo’s sales in Spain by creating awareness, engagement and relevance with a younger target audience. The brand wanted to create a unique online experience for digital natives and make a triumphant entry on Twitter by generating discussion and becoming the first trending topic on Twitter that day.
Target audience
Young, upper-middle-class urban digital natives who spend most of their time online.
Action
- The creative team organized the first Volkswagen race on Twitter. They created a powerful and easy to remember hashtag – #Polowers (Polo Followers).
- The Twitter API was integrated into the Polowers microsite ...
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