DDB and Volkswagen Spain created a campaign around an online game called Polowers. They integrated the Twitter API into the Polowers microsite and required users to become followers to play.
Every time a player tweeted using the #polowers hashtag, a Polo on the site would advance a few metres. The person to send the last Tweet before the Polo crossed the virtual finish line would win the car.
It drove over 150,000 Tweets in the 8 hours of the contest. The brand also increased its follower base by 50% with the overall campaign and its Promoted Account campaign.