A new Nascar campaign saw the 2016 race season kicked off with an integrated marketing campaigns that played out on both Snapchat and Twitter. The creative campaign, dubbed 'Ready. Set. Race.,' aims to remind consumers that "racing is innate to all of us" with a variety of media taken from the brand's commercial "It's in Our Blood," created by Ogilvy & Mather New York.
The Twitter portion of the social Nascar campaign will invite fans to watch out as the official race hashtags changes every 20 laps. While Nascar launched its Snapchat account in 2015, the 2016 season will mark the first time the brand will host a Nascar Live Story at the Daytona 500. The Live Story is expected to include user-generated videos and behind-the-scenes glimpses of the big event for fans not able to attend in person.