DAYTONA BEACH, Fla.— With the sport’s marquee event set for tomorrow, NASCAR has stepped up its social media game for the 59th Daytona 500. NASCAR’s Digital Media team, lead by Scott Warfield, hopes to increase their footprint in 2017, beginning this weekend.
NASACR saw a huge increase in social media numbers in 2016 over 2015. NASCAR saw 4.3 billion social impressions in 2016; 287 million impressions on Facebook and Twitter, 209 million social video views. NASCAR saw a social audience of 11.4 million people, up 15 percent from 2016. On raceday, NASCAR saw 12 million people reached on Facebook and 2 million Twitter users reached. 53 percent of NASCAR Facebook followers range from 13 to 24 years old with 66 percent on Twitter of the same demographic.
NASCAR hopes to increase that social footprint even more in 2017.
NASCAR has already begun their work in partnership with FOX through the “Daytona 500 Hour Countdown” campaign. This campaign showcases original Daytona 500 content on Facebook, Twitter, and Instagram.
NASCAR will use Snapchat and its Live Story feature for the first time in 2017 for the Daytona 500. Darrell Wallace Jr. will take over the “NASCAR” Snapchat bringing to dans the sights and sounds of Daytona International Speedway. NASCAR purchased Snapchat Spectacles to be used throughout the season. NASCAR will incorporate stop motion technology to be used for the entire 2017 season.
Earlier in the week, NASCAR and Twitter launched an emoji using the colorful, waving flags in the Daytona 500 logo. The emoji will be featured when users use the hashtag, #Daytona500.
Throughout the weekend, fans will be able to go behind-the-scenes with unique content across Facebook and Instagram.
During Daytona 500 Media Day, Facebook created a presence with Riki Rachtman using Facebook Live all day. Facebook dedicated a footprint within the Daytona 500 Club.
NASCAR also launched the 2017 “Ready. Set. Race” marketing campaign using Facebook, Twitter, and Instagram. This spot will be aired on the FOX broadcast during Sunday’s race.
NASCAR will begin a new relationship with GIPHY. Fans will be able to obtain and use NASCAR reaction-focused GIF’s to use on their personal social media accounts. Fans can access this at giphy.com/nascar.