NASCAR has created a partnership with Twitter that makes it the first sports organization to create an enhanced live event experience on the social media platform.
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The partnership will begin before the June 10 race at Pocono. Fans will be able to use the hashtag #NASCAR to find relevant tweets from drivers, teams, commentators and other celebrities.
Twitter.com/#NASCAR will use a combination of signals to select the best tweets and photos from NASCAR insiders during race weekends. The tweets will be curated by a Twitter staff, which will choose from a selective list of accounts.
Twitter cited some NASCAR successes – Brad Keselowski tweeting during the Daytona 500, and Jimmie Johnson tweeting a photo of Dale Earnhardt Jr. putting on a tie en route to the White House.