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NASCAR // The Hashtag 500

 

NASCAR // The Hashtag 500

Imagine you're watching the Super Bowl, and right after a touchdown pass the TV announcer says you can win the game ball if you're the first to tweet a long hashtag right now. That's what we did at the Super Bowl of Motorsports, with a new Twitter race every 20 laps. Hundreds of thousands of fans raced in real-time for cool stuff like tires replaced in pit stops and fenders broken in wrecks, plus steering wheels, helmets, gloves, the checkered flag, and more.

THE CASE STUDY

THE BRANDING
Custom typeface created by Chris Allen.

 

AWARDS
Cannes Lions Silver (Entertainment), Cannes Lions Bronze (Direct), The One Show Bronze (Social Media), Webby Winner (Promos & Contests), Clio Sports Silver (Integrated), Clio Sports Silver (Social), Twitter Awards Gold (#LIVE)

ROLE
Concept
Development and Creative Direction in partnership with Dave Yankelewitz

CREDITS
GCD:
Terry Finley, Copywriters: Dan Winikur, Zach Buckner, Art Directors: Andrew MillerHayley Grassetti, Luis Vilches, Producers: Melanie Baublis, Sarissa Karnbach, Danielle Russo