Sports Marketing Technology Ad of the Day

NASCAR pushes social media around “Chase for the Sprint Cup”


By Haley Velasco, Freelance journalist

September 21, 2016 | 3 min read

As a part of NASCAR’s broader strategy that involves different digital and social platforms, the league announced that NASCAR drivers competing in the 2016 Chase for the NASCAR Sprint Cup will display their personal Twitter handles on their respective car windshields during the first three-race round of #TheChase, NASCAR and Twitter.

NASCAR pushes social media around the “Chase for the Sprint Cup”

NASCAR pushes social media around the “Chase for the Sprint Cup”

Starting with the Teenage Mutant Ninja Turtles 400 at Chicagoland Speedway on Sept. 18, Twitter handles including @KyleBusch, @keselowski and @austindillon3 will adorn the windshield headers normally reserved for driver last names.

"Twitter brings the passion and excitement of NASCAR to millions of our fans every single day in very unique and innovative ways,” said Scott Warfield, NASCAR managing director, Social Media, in a statement. “As we embark on The Chase, the platform is helping us make the overall social experience that much richer and more memorable for our fans and followers."

This activation is a part of a social push for NASCAR during the postseason. In addition to the Twitter handles, the League is pushing Twitter, Vine and Persicope to create a completely interactive postseason fan experience.

The league unveiled a racing-themed emoji for Twitter which will be available with #TheChase tweets for the 10 weeks of the postseason.

"NASCAR truly embraces Twitter as a bridge between fans and the drivers they love," said Andrew Barge, sports partnerships, Twitter. "During this year's Chase, with Twitter handles on windshields and hashtags on the infield grass, NASCAR demonstrates just how much it genuinely values and encourages that fan engagement."

Additionally, after each round, NASCAR will tweet out digital films that feature NASCAR Sprint Cup Series drivers reenacting the highlights and storylines. As a part of the Ready. Set. Chase marketing campaign to draw fans to watch the live racing events, the first video in the five-part series can be viewed on NASCAR's website.

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