Sprint, in conjunction with Leo Burnett used never.no’s Social TV Advertising platform, Sync, during TNT’s Wide Open coverage of NASCAR’s Coke Zero 400 in Daytona, Flordia, to power the first realtime Twitter-race during a sponsored segment.
The 60-second ‘race’ ran during the live Wide Open coverage of the last 30 laps, and fans were asked to Tweet their favourite driver’s car number, along with the hashtag #Sprint60. Each Tweet increased the driver’s speed, pushing them faster along the track as viewers watched the progress live. To promote the programme, Sprint aired 15-second teasers during TNT’s pre-race coverage, encouraging fans to find out more details about the ‘race’.
“never.no’s technology was a perfect way to get NASCAR Sprint Cup series fans involved through the second screen while engaging them with immediate results on the first. The platform really came through for us in a big way.” Stated Jeff Candido, ACD, Team Sprint.
never.no’s Social TV platform was used to process the incoming #Sprint60 hashtags and calculate the speed for each driver. The realtime velocity data was fed directly into a Chyron graphics engine and powered the on-screen race for the duration of the voting.
Lars Lauritzsen, never.no’s CEO, commented: “The Sprint 60 separated kids from grownups in the social TV technology field. It’s a prime example of what our Sync product is all about: 1st/2nd screen synchronicity, realtime broadcast graphics rendering, and individual viewer dialogue.”