Twitter ‘flipped the switch’ late yesterday and went live for the first time with its NASCAR hashtag product in preparation for Sunday’s Pocono 400 Presented by #NASCAR. The first of its kind with any sports league or organization, this new product will create an enhanced live event experience on Twitter at Twitter.com/#NASCAR.
Twitter.com/#NASCAR showcases the best Tweets and photos from NASCAR insiders in an effort to bring the behind-the-scenes story to life for fans during NASCAR race weekends. The page includes Tweets from drivers, pit crew members, families, media, NASCAR representatives and other industry constituencies like race tracks and sponsors. Fans also have an opportunity to see their Tweets featured.
Using a combination of sophisticated algorithmic signals and Twitter’s editorial curation, Twitter.com/#NASCAR features the highest quality, most engaging content about the race and NASCAR. Behind-the-scenes photos, exclusive content and innovative and original Tweets will likely have the best chance of being featured on this new live event page.
“Twitter brings fans closer to the sports and moments they’re most passionate about,” said Jack Dorsey, co-founder and executive chairman at Twitter. “The innovation of the NASCAR organization, the spirit of the fans, and the personalities of the drivers all shine on Twitter, making NASCAR a natural partner for us. Twitter.com/#NASCAR will offer fans an all-access pass to the race weekend action as it unfolds on the track, in the pit, in the garage and in the stands.”
While currently up-and-running, Twitter.com/#NASCAR will be most active on race day before, after and in conjunction with the Pocono 400 Presented by #NASCAR from Pocono Raceway (TNT, 1 p.m. ET).
In support of this new NASCAR event page, NASCAR’s broadcast television partner will be engaging with audiences via Twitter as an integral part of TNT’s NASCAR Sprint Cup Series coverage throughout the summer. As part of an evolving relationship between Twitter and Turner Sports, Twitter.com/#NASCAR will be thoroughly integrated into the race broadcast via innovative graphics and with TNT’s on-air team displaying some of the most relevant and engaging Tweets on a touch-screen TV.
"Throughout Turner’s 30-year partnership with NASCAR, we have consistently striven to be innovative,” said Jeff Behnke, Turner Sports senior vice president and executive producer. “This new relationship with Twitter is going to allow Turner Sports to engage the viewers in several new and creative ways, therefore making social media a key component of our six-race series this summer."
Built to support the live race broadcast, this new experience gives fans a complementary insider’s view of the action as it unfolds on the track and on Twitter. During a race, when fans click on #NASCAR, search for #NASCAR on Twitter.com or visit Twitter.com/#NASCAR, they’ll reach a new Twitter experience where they will see the most relevant Tweets from their favorite NASCAR drivers, NASCAR families, teams, commentators, celebrities and other racing fans and personalities.
“This is an exciting weekend for the NASCAR industry,” said Marc Jenkins, NASCAR vice president of digital media. “We are pleased to be able to partner with Twitter and bring a great cutting-edge digital experience to our fans. This is a great extension of our strategy of innovation in the digital space to enhance the fan experience with our sport. Reflective of the strength of NASCAR’s fan base and the sport’s cutting-edge use of social media and Twitter in particular, the sanctioning body is pleased that Twitter partnered with NASCAR to launch this product and we look forward to a long and healthy relationship coming out of this weekend’s launch in Pocono.”