Spot it, Tweet it, Drive it
To promote the new Volkswagen Polo in South Africa, the automaker and Ogilvy Cape Town together created a social on- and offline game called “PoloTag.”
Individuals were presented with the challenge of spotting the vehicle around a specified route and tagging it on Twitter in order to take it for a ride. Throughout the game, the brand gave away clues about the car’s location and fans could track it online in real-time. The challenge served to generate publicity and convince hundreds of people to test drive the car. The person who drove it for the longest without being tagged won a Polo.