tag, you won a Volkswagen
Sometimes as marketers we rack our brains on how to make a real-life experience inherently social... and then campaigns like this come out and we smack our heads thinking, why didn't I think of that?
To make test drives of their new Polo more social, Volkswagen created a brilliant game of social tag. Polos were driven through 3 cities in South Africa on specific routes laid out on Twitter. When consumers spotted the Polo they could tag it on Twitter and test drive the car until the next person tagged it. The person that drove it the longest without being tagged won the car at the end.
The result? One happy winner, a cool experience for the hundreds that drove the car, and thousands and thousands of impressions on social media for those not able to experience it first hand. Smart.