24 July 2013 - 1:33pm | posted by | 0 comments

Tweets power “the shortest NASCAR race in history” in ad from never.no, Sprint and Leo Burnett

During TNT’s Wide Open coverage of NASCAR’s Coke Zero 400 in Daytona, a real time Twitter-powered race was launched during a sponsored segment.

Billed as ‘the shortest race in NASCAR history’, the 60-second ‘race’ asked fans to Tweet their favourite driver’s car number, along with the hashtag #Sprint60. Each Tweet increased the driver’s speed, pushing them faster along the track as viewers watched the progress live.

The top five drivers at any time appeared on TV as icons on a virtual race track and their position in the race was based on the continuously incoming votes.

For the segment, Sprint and Leo Burnett used never.no’s Social TV Advertising platform, Sync. By harvesting the #Sprint60 hashtags and calculating the speed for each driver, the real time velocity data was fed directly into a Chyron graphics engine and powered the on-screen race for the duration of the voting.

Lars Lauritzsen, never.no’s CEO said: “It’s a prime example of what our Sync product is all about: 1st/2nd screen synchronicity, real-time broadcast graphics rendering, and individual viewer dialogue. It was a bold segment to put on air, since there was no margin for error. I’m very proud and grateful to TNT, Sprint and Leo Burnett who believed in our technology and our crew. Social TV advertising may revolutionise how sponsors relate to broadcast, so watch this space in the months to come.”

Write Your Comment

New to The Drum

You will be sent a verification email. Click on the link in the email to post your comment.

Directory Latest