The Daytona 500 of second-screen expereinces

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.

hashtag_500_branding

RESULTS

13k

13K

Tweets in one minute

300%

300%

Increase in social media conversation

Increase in social media conversation

20

20

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

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)