A Twitter-based stunt is being planned by NASCAR driver Brad Keselowski to kick off the season later this month.
The level of Twitter marketing in the sport grew significantly during the previous campaign, so the high-profile social media initiative could be seen to be “emblematic” of the channel’s progression, according to reporter Nate Ryan in USA Today.
Keselowski has revealed that when he drives his Dodge vehicle out on February 24th, his car will feature the Twitter handles of 5,000 fans on the deck lid and ten competition winners will have their monikers on the side.
Steve Phelps, chief marketing officer at NASCAR, pointed out that it is the star drivers that fans really want to engage with on Twitter and it is their activity that will allow the sport to grow on the social media channel.
“Digital and social media is a major plan for us. It’s a way for us to engage our fans that we’ve never been able to before. We think our sport lends itself as well as any other, maybe better, because of the community and social nature,” said Mr Phelps.
While Keselowski’s Twitter stunt really only uses the network to engage with fans, Auto Racing Daily writer Dave Grayson noted that his fellow Sprint Cup driver Brian Vickers was a little more explicit in his advertising technique in the run-up to the Super Bowl last weekend.
Vickers reportedly updated his status on Facebook and Twitter to let followers know that they could order a four-bottle sample pack of the Asian spirit sake in time for the showcase American football event.