NASCAR / The Hashtag 500

The Daytona 500 of second-screen experiences

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.

Results

13k

57K

Tweets one minute

300%

Increase in social conversation

Unique pieces of used gear given away

Credits

Role: Concept Development and Creative Direction in partnership with Dave Yankelewitz
GCD: Terry Finley
Copywriters: Dan Winikur, Zach Buckner
Art Directors: Andrew Miller, Hayley Grassetti, Luis Vilches
Producers: Melanie Baublis, Sarissa Karnbach, Danielle Russo

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)