Twitter Unveils NASCAR Hashtag Landing Page


Inside Twitter's corporate offices, a #$$ hashtag may be trending. As part of its quest to increase ad dollars, Twitter ran its first TV ad during the June 10 Pocono 400, promoting the Twitter.com/#NASCAR hashtag page. NASCAR is Twitter's first ad client to have a landing page that aggregates content corresponding to a particular hashtag. Twitter has not yet officially offered this service to other brands yet.

In March, Twitter partnered with American Express to offer small businesses advertising opportunities, and it appears that Twitter is now going after big brands with the hashtag landing page feature.

Omid Ashtari, head of sports at Twitter, wrote on Twitter's blog that the #NASCAR page—which looks similar to existing hashtag searches, but features NASCAR's background image and a blend of curated content from NASCAR, its drivers and fans—helps fans discover the best tweets, photos and perspectives from the NASCAR universe, all in a single timeline. Twitter's own advertising blog has yet to comment on this newest development.

The #NASCAR page demonstrates perhaps the future of hashtags. Twitter has emerged a destination for users who wish to engage in real time with brands during events. Now, the company wants to help advertisers actually own the hashtag—and URL—where the conversation is happening. 

The power of such a hashtag landing page is rooted in Twitter's ability to organize massive amounts of data around a single event. Apple's World Wide Developers Conference, set for June 11, will likely spawn millions of tweets about the company's latest offerings—and would be an ideal fit for this new page model. 

Follow Bill Miltenberg: 
@bmiltenberg  




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.