DAYTONA BEACH, Fla. -- At heart, we're all racers.
That's the crux of NASCAR's massive marketing and social media platform surrounding Sunday's Daytona 500 (1 p.m. ET on FOX), one that includes activation on Twitter and Snapchat and gives fans a chance to win prized race-used memorabilia by "racing" each other in the Hashtag 500.
In an integrated marketing campaign titled "Ready.Set.Race," combining television creative and social engagement, NASCAR seeks to highlight the racers in all of us.
"When you're a kid riding a bike and racing the other kids in the neighborhood," said Jill Gregory, NASCAR senior vice president, marketing and industry services. "Or when you're at the gym on the treadmill, and you're trying to secretly race the person next to you.
"To us, all that just reinforces that love of racing, and what better way to get your racing fix than watching or attending a NASCAR race. We're absolutely focused on that in our television creative, but this digital and social component, where we're encouraging fans to race each other during one of our events, is a new and innovative way to make that love of racing come to life."
During the Daytona 500, fans wishing to compete for race-used memorabilia must watch the FOX broadcast (pre-race coverage starts at noon ET) and follow @NASCAR on Twitter to receive a custom hashtag for each of 10 memorabilia items.