For over 50 years, Polaris has claimed to build the world’s toughest ATVs. However, recently, their competitors were trying to claim the same thing. So Tom Tiller of Polaris, challenged his CEO rivals to compete in The Duel: A series of ATV riding challenges set forth to prove, once and for all, who builds the world’s toughest ATVs. In the two weeks of the campaign, positive opinion of Polaris ATVs by non-Polaris owners increased 25%. Interest by non-Polaris owners increased 49%. The Duel campaign gathered over 10 million PR impressions.