The social network ran seven 15-second ads during the US broadcast of Sunday’s (10 June) Pocono 400 NASCAR race, highlighting activity around the racetrack. Spots included NASCAR driver Brad Keselowski taking a photo inside his race car and a “helmet” cam featuring a tyre change in the pit lane.
All of the ads ended with URL Twitter.com/#nascar to promote hashtag pages, which brands can use to highlight all the tweets around a certain subject, including multimedia such as photos and videos, all on one organised landing page.
Omid Ashtari, from Twitter’s sports and entertainment team, says hashtag pages are currently running as an experiment in partnership with NASCAR throughout the summer, but it is reasonable to assume they would roll out wider should the trial be successful.
Earlier this month Twitter also changed the way hashtags, usernames and photos appear when they are cross-posted to Facebook to make it easier to click-through for further information. Previously references to Twitter would appear just as text.
Twitter recently shook off criticism from marketers it was not offering brands enough return on investment for their paid ads on the site and this week is holding its first London conference for brands to assert the benefits of partnering with its platform.