Polaris Industries : The Duel

In a bold bid to put its money where its ATV is, recreational vehicle-maker Polaris has tapped agency McKinney to craft an entire campaign around Polaris CEO Tom Tiller's challenge to his counterparts at rival manufacturers to a real, live competition to determine who builds the toughest all-terrain vehicles. Dubbed "The Duel," the integrated campaign kicked off with Tiller issuing the challenge in a TV spot that directs viewers to PolarisDuel.com, where visitors can check out the special track that's being designed specifically for the contest, vote on what technical challenges should be included in The Duel, read updates on which rival CEOs have pledged to participate, and even sign petitions urging those that haven't to answer Polaris' call-out. The site also features an online game titled "Declare-A-Duel" that settles petty real-world disputes with the help of two dueling virtual ATV riders.