Volkswagen's massive online contest

Polowers has been a campaign split into four editions that was always integrated with the Twitter social network, a company that has mentioned the campaign on two separate occasions.

The first edition involved following the new Polo through tweets across a virtual world built for the occasion. When the Polo ran out of fuel, the last user to tweet would walk away with it as a prize. It exceeded every expectation, finishing well ahead of schedule, generating 155,000 tweets and doubling Volkswagen's follower count on its Twitter profile.

The second edition was rolled out through Google Street View, with the entire site built in HTML/JS to be compatible across all devices. To extend the campaign, RSB created 4 stages, and the Polo no longer ran out of fuel — instead, every tweet pushed it closer to the finish line.

The third edition integrated Google Maps, and users had to guess the exact point on the map where a Polo and a horse would meet, departing simultaneously from Cap de Creus and Finisterre. This has been the most popular edition of all, with 250,000 tweets generated and nearly 15,000 sign-ups.

The fourth and final edition, known as A-Polo Tierra, adapted the popular 'Rock, Paper, Scissors' game to the campaign website. Through several knock-out rounds and a grand final it would crown the perfect earthling to stay on Earth and, on top of that, win a Volkswagen Polo.

Built entirely in HTML5 and primarily designed for mobile play, the campaign featured a wealth of SVG/JS animations that gave users a true in-browser gaming experience.