NASCAR has begun rolling out an expansive social media plan heading into this weekend's Daytona 500 as the sanctioning body looks to drum up viewership for and engagement around the sports biggest race. NASCAR Managing Dir of Social Media Scott Warfield said his group had two overarching goals heading into the offseason -- build awareness and excitement for Daytona earlier in the offseason than it previously had, and help onboard new Cup Series title sponsor Monster Energy from a social media perspective.
NASCAR will have several Snapchat Live Stories this season, starting at this weekend's race. It also is leveraging Snapchats new Spectacles device, which give viewers a unique first-person vantage point of someone shooting video with no hands via cameras inserted in specially made sunglasses. NASCAR has around four of the devices, and will look to get drivers to use them in certain ways such as showing them sliding into their cars. NASCAR has enlisted Xfinity Series driver Bubba Wallace to serve as a "correspondent" of sorts on Snapchat on Sunday.
Other features across social media will be the return of NASCAR's Daytona 500-themed emoji on Twitter, as well as the continuation of the Daytona 500 Hour Countdown initiative.