2021 SHORTLIST

hashtagsportsawards

#TWEETSONTHETRACK

Entrant Company: Twitter, NASCAR

FINALIST

Best Use of Fan-Generated Content

#TweetsOnTheTrack

ABOUT THIS ENTRY

Twitter worked collaboratively with NASCAR to create a unique experience to bring fans and their Tweets closer to the race -- to be the Roar of the Stadium from afar and continue a longstanding NASCAR tradition.

How does this represent “Excellence in Engagement”?

A successful Twitter campaign is one in which a users voice is heard, seen, and engaged with. There could be no more true example of this success than in this activation with NASCAR. Users were encouraged to Tweet, recognized for their Tweet and responded to via Tweet as a reply with the image of their Tweet painted included. This is how you engage and build a community of fans on Twitter!

We hope this work of fan recognition and community building continues in a non pandemic world, with more and more partners. Fan engagement is only going to get more important (as we all know) - and this campaign is the perfect example showcasing how a league and platform can work together to make magic happen, build relationships with fans and continue to make Twitter the best 2nd screen experience possible - as it's where the conversation is and always will be for real time sports.

 

Objective: Twitter is what’s happening and where people go to talk about it. When it comes to the conversation around sports, Twitter has long been the sports bar that is always open, the place to converse with fellow fans and react to the greatest moments in sports together as a community. As the pandemic forced the sports world to come to a complete halt, tournaments were cancelled, something no one ever dreamed of became a quick reality - when it was time for sports to return, fans wouldn’t be in stadiums.

With this realization, the Twitter team immediately went to work to help our partners develop use cases on the platform to continue the connection and conversation with their fans and the world. Fans are critical to the live sports experience and without their energy, the game is entirely different. Pumped in crowd noise, fan faces on a screen, and new camera angles can only do so much. What was really missing was the true emotional connection fans have with each other, their favorite athletes, and the sports they love in a physical, live event - together, feeling included and a part of the game.

 

Strategy & Execution: Twitter leaped into action to devise a set of solutions to allow fans to be connected to the game more than ever, even if physically not there. 

With over 1 Million Tweets about the #DAYTONA500 every year on Twitter, it is one of the most important moments in the NASCAR calendar all year long. While much of the action happens on the track during the race, one tradition happens before the race begins. In the absence of fans on the track signing their names on the start/finish line, NASCAR and Twitter continued this decades long tradition by painting fan Tweets supporting their favorite drivers DIRECTLY onto the #Daytona500 Track - allowing them to still get their chance to be included (physically) at the Great American Race.

Workflow:

  1. @NASCAR launches CTA for fans to Tweet in hopes of having Tweet painted on track
  2. Fans Tweet in response to the CTA (UGC)
  3. @NASCAR responds to fans showcasing their Tweet was actually painted on the track

 

Results:

Each checkered box at the start/finish line at the #DAYTONA500 was painted with a user Tweet! However what we were most excited about was their reaction on platform. Actually recognizing their Tweet was "selected" to be Tweeted. We've shared some examples in the attachment and photos section and more data in the confidential section below.

CREDITS

Twitter
 

NASCAR

Deeplocal

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