Objectives

The NASCAR Playoffs Twitter campaign included two key elements:

• A single driver camera view was brought to fans live on Twitter for the first time during all 10 NASCAR Playoffs races via Twitter Live
• A total of 18 hashtag emojis to unify conversation and support

Strategy and Execution

The 10-week NASCAR Playoffs Twitter campaign included featured two key components: a Twitter Live in-car camera execution and hashtag emojis.

Twitter Live In-Car Camera: NASCAR live-streamed one driver's in-car camera view on Twitter for all 10 Monster Energy NASCAR Cup Series races for the first time. On four occasions, the featured drivers – Martin Truex Jr., Brad Keselowski, Kevin Harvick and Kyle Busch – drove their cars to Victory Lane, giving Twitter users a real-time view of what it's like to win a NASCAR race. The live stream also created a strong sponsorship opportunity for brands activating in the sport.

A total of 18 unique hashtag emojis were available for fans on Twitter during the NASCAR Playoffs. As part of this effort, NASCAR teamed up with the 16 playoff drivers to craft personalized hashtag emojis that fans could use to show support for their favorite driver. Each hashtag was unique to the driver and featured an emoji that each driver helped design and tailor to fit their style.

In addition, an emoji was created for #NASCARPlayoffs to help build excitement and hype for one of the most exciting parts of the season. Finally, to commemorate the retirement of iconic driver, Dale Earnhardt Jr., an emoji was paired with #Appreci88tion to align with his farewell campaign.

Results

Twitter Live:

• Sponsorship goals of the in-car camera were exceeded
• Video views of the in-car camera were strong
• On three occasions, the featured drivers – Martin Truex Jr., Brad Keselowski and Kevin Harvick – drove their cars to Victory Lane, giving Twitter users a real-time view of what it's like to win a NASCAR race

Hashtag Emojis

• Hashtag engagements were strong both in terms of usage and engagements / video views on NASCAR content leveraging them
• The emojis were so popular with fans that merchandise was created and sold

Media