Volkswagen – #PoloTag

We invented a mobile based twitter game that everyone wanted to play: PoloTag.
For 6 days, in 3 major cities, South Africans could spot the new Polo around specified routes, tag it on twitter, and drive it, right there and then. The person who drove it for the longest, without being tagged, won the new Polo

Throughout the campaign, both mobile and desktop needed to work hard at keeping potential PoloTag players engaged. On the days of the activations, the mobile site was used more frequently, as this is how players were able to find the Polo with our custom Google Map, and just by tweeting through our site, or through Twitter, they were able to take part.

Our campaign needed a look and feel to match the new confident Polo. It also needed to work seamlessly on both mobile and desktop. So we came up with a simple but striking illustrative style that used minimalist graphics with functional typography. By using functional design for our navigation menus, we could incorporate this playful design within the website and our custom built Google Map. We started by carefully selecting and then illustrating 33 easily recognisable landmarks that were part of the various predetermined routes.  This unique illustrative style informed all the advertising and collateral for the campaign: posters, street pole ads, online banners, vehicle decals, minimalist icons and even the how-to videos.

We launched with our desktop and mobile site. A hub for all things to do with PoloTag. Here PoloTaggers could find out how to play, follow the car in real time with our custom built Google Map, see the leaderboard, discover how to get to landmarks, and find out more about the new Polo.