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How NASCAR is Using Social Media to Connect with Millennial Fans
By: Aaron Whitaker
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NASCAR drivers competing in the 2016 Chase for the NASCAR Sprint Cup will display their personal Twitter handles on their respective car windshields during the first three-race round of #TheChase, NASCAR and Twitter.

That coupled with the five-part digital action-film series, which will live on NASCAR.com and the league’s social channels, as well as two Snapchat Live Stories during the Chase, NASCAR is clearly committing to more social this season.

For more on how it is evolving social media and new platforms, The Drum spoke with Jill Gregory, senior vice president and CMO of NASCAR.

You are teaming up with Snapchat to create two live stories. What do you see the value of Snaps being for the NASCAR brand?

This partnership gives NASCAR the opportunity to strengthen its relationship with the fastest-growing platform in social media. Snapchat has doubled its Live Story coverage of our premier race events this season. Given the platform’s enormous reach, younger audience and innovative storytelling approach, that represents a huge win for NASCAR and its fans.

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About the Author
Aaron Whitaker is a copywriter, blogger, and social media aficionado who likes watching the TV commercials more than the actual shows. He prefers reading the magazine ads over the articles. And you can learn more about him online right here.
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