About: How do you make one of the largest spectator sports in the US and make it interactive?
We created a social media race that coincided with the Daytona 500, where fans could win one of a kind items from the actual race—from drivers firesuit, car parts from crashes, and even checkered flag signed by the Daytona 500 winner. The 500th tweeter to use the specific hashtag would win the unique item.
Responsibilities: To bring the campaign to life, I led asset adaptation strategy, ensuring campaign consistency from TV to social channels. During the Daytona 500, I was in the NASCAR HQ War Room, using social listening to uncover conversation trends during the race, while collaborating with content creation teams to identify, capture and distribute engaging assets.
The Results: 300% y-o-y increase in mentions and engagement with up to 13,000 tweets per minute during the race.
Awards: Cannes Lions Entertainment, Cannes Lions Digital & Social Use of Platforms, Clio Social Media & Integrated, Twitter Awards Best Use of #Live Category, Webbie Award Winner: Social & Promotion
Role(s): Social Content Strategy | Real-Time Content Creation | Real-Time Conversation Analysis
Credits: Adam Kornblum, Head of Content Distribution | Ben Glidden, Social Strategy | Teddy Lynn, CCO | Terry Finley, Aaron Mosher, David Yankelewitz GCD | Andrew Miller Sr. Art Director | Hayley Grassetti & Luis Vilches, Art Direction | Dan Winikur & Zach Buckner, Copy | Jen Natuzzi, EGD | Adair Barber, Account