Objectives

NASCAR partnered with Twitter to develop an emoji for the NASCAR Chase. Every time #TheChase was used, the emoji would automatically populate into the character field. In unison with the emoji development, a GIF was created to announce and promote it. Twitter identified the GIF as a best practice to announce new emojis.

Strategy and Execution

Every time #TheChase was used, the emoji would automatically populate into the character field.

Results

Twitter identified the GIF as a best practice to announce new emojis.

Posted only on Twitter

Impressions: 103k (+80% more than the average @NASCAR tweet)

Engagements: 2,200 (2x more than the average @NASCAR tweet)

Retweets: 260

Favorites: 600

Post: https://twitter.com/NASCAR/status/776405834112831489

Media