Client: Turner Sports
Sprint used never.no’s Social TV Advertising platform, Sync, during TNT’s Wide Open coverage of NASCAR’s Coke Zero 400 in Daytona, Florida to power the world’s first real time Twitter-race during a sponsored segment.
The 60-second race, billed as “the shortest race in NASCAR history”, ran during the live Wide Open coverage of the last 30 laps of the race. Fans were asked to Tweet their favorite driver’s car number, along with the hashtag #Sprint60.
never.no’s Social TV platform was used to harvest the incoming #Sprint60 hashtags and calculate the speed for each driver. The real time velocity data was fed directly into a Chyron graphics engine and powered the on-screen race for the duration of the voting. The top five drivers at any time, voted by fans in real time, appeared on TV. Icons of the top five appeared on a virtual race track and their position in the race was based on the continuously incoming votes.