Submitted by OgilvyAgency IPI Score 95/100

The Hashtag 500

Paid Social

Ogilvy New York turned the Daytona 500 into a live second-screen game, launching a new Twitter race for driver memorabilia every 20 laps and reporting NASCAR's most engaging race ever.

Case in 60 seconds

NASCAR wanted to make the Daytona 500 broadcast participatory, turning passive spectators into active fans during the race.

Fans watching at home have a second screen in hand, and the drama of the race unfolds in real time, so participation can be synchronised to the on-track action.

Run a live race on Twitter alongside the real one, with fans competing to win memorabilia tied to what is happening on the track.

Every 20 laps Ogilvy launched a new Twitter race for prizes like pit-stop tires, a piece of a crashed car, and Daytona's signed checkered flag.

The agency reports NASCAR's most engaging race ever, and the campaign won Cannes Lions Silver, One Show Bronze, and Best of Ogilvy Entertainment. No numeric engagement figures are published.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

NASCAR fans tuning in to the Daytona 500, phone in hand, looking for a way to be part of the action.
Watching a race is passive, and a long broadcast competes with everything else on a fan's second screen.
NASCAR was described as a spectator sport and wanted to convert viewing into real participation during the event.
NASCAR used its own real-time drama and coveted driver memorabilia as the fuel for a live fan game.
Tying rewards directly to moments as they happen on track gives fans a reason to lean in at every stage of the race.

Creative & Execution System

Assets & channels

  • Live Twitter race mechanic
  • Real-time prizing every 20 laps
  • Physical memorabilia (pit-stop tires, a piece of a crashed car, signed checkered flag)

Partners

  • Ogilvy (New York)

Participation mechanic

  • Fans entered live Twitter races during the broadcast to win memorabilia tied to on-track events

Creator role

  • Not disclosed

Awards & Recognition

Award showYearCategoryResultSource
Cannes LionsNot disclosedNot disclosed——
The One ShowNot disclosedNot disclosed——
Ogilvy internalNot disclosedNot disclosed——

Why Ogilvy's strategy worked

  1. 1

    Synchronising a second-screen game to the live broadcast gave passive viewers a reason to participate at every stage of the race.

  2. 2

    Prizing physical driver memorabilia tied to real on-track moments made the rewards feel valuable and authentic to fans.

  3. 3

    Recurring contests every 20 laps sustained engagement across a long broadcast rather than in a single burst.

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