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How NASCAR Creates Exciting Fan Experiences on Social Media

Speed wins, especially when it comes to activating around live sporting events like the Daytona 500 on social media. However, as companies like NASCAR are showcasing, supplementing real-time coverage with exciting social media experiences has become a powerful combination in driving fan engagement.

To maximize the viewing experience of the Daytona 500, NASCAR implemented a number of compelling social media programs, including the Hashtag 500. Developed by Ogilvy & Mather New York, the Hashtag 500 offered fans a chance to win memorabilia used during the race, including a driver’s firesuit, a helmet, steering wheel, set of Goodyear tires, and more.

Hey #DAYTONA500 fans, follow @NASCAR now to compete in the Hashtag 500 this Sunday!

Rules: https://t.co/lB97h1nPTrhttps://t.co/KGvLw9W93v

— NASCAR (@NASCAR) February 21, 2016

To enter, fans could find information about the contest and corresponding hashtags either through the live race broadcast on FOX or by following @NASCAR on Twitter. In total, NASCAR ran 10 special “races” or sweepstakes giveaways—each with a unique hashtag—about every 20 laps, during which the 500th respondent was declared the winner. For full sweepstakes rules, click here.

The first to tweet these hashtags is going to #DAYTONA500 next year! We’re serious! Rules: https://t.co/lB97h16f1T pic.twitter.com/S74SvG5grZ

— NASCAR (@NASCAR) February 21, 2016

“Ready. Set. Race was built around the simple human truth that all people love to race in some form—in the backyard, on their bikes, or on the…

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