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News - NASCAR Complementary Live Event Experience Launches On Twitter   Hashtag Product To Be Most Active for Pocono 400 Presented By #NASCAR On Sunday
DAYTONA BEACH, Fla. (June 7, 2012)
– 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.”
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