Sprint Nextel Activates a Social Q&A for NASCAR - Event Marketer

Sprint Nextel Activates a Social Q&A for NASCAR

DB_Sprint_2012 ETA
Brand: SPRINT NEXTEL
Agency: OCTAGON
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-C)
Year: 2012

While television broadcasts deliver live action to consumers wherever they may be, social media allows consumers to be a part of the live action. As Sprint Nextel demonstrated during this year’s NASCAR Sprint Cup Series, social media is not just about connecting consumers to a live event—it’s about engaging them in real time.

Fans of the series, which wrapped Nov. 18, were able to submit questions online at sprint.com/speed, Facebook via the Ask Miss Sprint Cup tab and on Twitter (#AskMSC). Sprint Nextel brand ambassadors then hunted down drivers, crewmembers and industry experts to find out the answers and respond with a video answer, giving fans insider access to the track in the heat of the moment. In addition to Ask Miss Sprint Cup, the brand used social media to engage fans through brand offers, photo and video posts and series updates.

The connection made through the program was strong: Miss Sprint Cup’s Facebook following ranks third in the NASCAR industry with 1.26 million fans, behind the NASCAR brand itself and Dale Earnhardt Jr.

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