NASCAR Ramps Up Social Media Activation for #TheChase Finale at Homestead-Miami Speedway

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NASCAR Sprint Cup Series Season Culminates with Snapchat Live Story; Fans to Take Final Ride with Tony Stewart on Facebook Live

A record-setting season on social media continues Nov. 20 when NASCAR celebrates the final race in the Chase for the NASCAR Sprint Cup like never before on Snapchat, Facebook, Twitter and Instagram.

Millions of Snapchat users will receive a behind-the-scenes look at the Ford Ecoboost 400 at 2:30 pm ET on NBC, MRN and SiriusXM NASCAR Radio, from NASCAR fans sharing their race-day experiences from Homestead-Miami Speedway as part of a Snapchat Live Story.

During the race, NASCAR will stream the in-car camera from Tony Stewart’s No. 14 Chevrolet on Facebook Live as the legendary driver wraps up his fulltime NASCAR Sprint Cup Series career.

“Nothing in sports beats attending a NASCAR race live, but wherever fans are on Sunday we’ll have unique Chase experiences available for them across multiple social platforms,” said NASCAR Managing Director, Social Media, Scott Warfield. “NASCAR is a vibrant, content-rich sport, and we’ve seen unprecedented social engagement this season by bringing that content straight to our fans.”

So far in 2016, NASCAR’s elevated focus on social media including new platform partnerships has resulted in 236 million engagements – an 89-percent increase year-over-year – and 3.8 billion impressions.

Social activation leading up to and during Ford Championship Weekend will include the following:

  • Facebook: The live stream of Stewart’s in-car camera can be viewed on the NASCAR Facebook page and will feature a special message from the driver to fans. The Facebook Live activation is one of several tributes planned as part of 14 Days of Smoke, a celebration of Stewart’s 18-year NASCAR Sprint Cup Series career.
  • Snapchat: On Championship 4 race day, thousands of submitted Snaps from Homestead-Miami Speedway will be curated and packaged by Snapchat into a video stream, offering fans a look at the sport through the lens of fans and drivers. The Live Story will be available to view on Snapchat for 24 hours. 
  • Twitter: To bring tweets to life throughout The Chase, Twitter and NASCAR created a special, Chase-specific Twitter emoji. Fans are encouraged to join the Chase conversation this weekend and connect with teams, drivers and fans by tweeting with, and searching for #TheChase. 
  • Instagram: NASCAR commissioned illustrators to create custom Instagram images during The Chase. Fans will get a peek into the illustrators’ creative process through NASCAR’s Instagram Story.

The next installment of the Ready. Set. Chase digital film series, reenacting the on-track storylines of the Round of 8, will debut on social media and NASCAR.com/TheChase during Ford Championship Weekend. A fifth and final film will recap the entire Chase for the NASCAR Sprint Cup and be released next week.

NASCAR will crown its 2016 NASCAR Sprint Cup Champion at the Ford Ecoboost 400 at Homestead-Miami Speedway in the fourth and final round of The Chase on Nov. 20 at 2:30 pm  ET, on NBC, MRN and SiriusXM NASCAR Radio. Tickets are available at NASCAR.com/tickets.