Not every NASCAR fan will get to watch Tony Stewart’s final race in person, but they will still be able to ride shotgun with the three-time Sprint Cup Series champion.
NASCAR is ramping up its social media presence ahead of Sunday’s Ford EcoBoost 400 at Homestead-Miami Speedway, and one of the biggest ways it’s doing so involves Stewart.
During the race, fans will be able to stream Stewart’s in-car camera live on NASCAR’s Facebook page, NASCAR announced Tuesday. The stream will also feature a message for fans from “Smoke.”
Fan engagement on social media has reached new heights for NASCAR this year, due in part to close racing. The series hopes its promotional efforts leading up to championship weekend will increase its reach even more.
That active participation has resulted in 236 million engagements — an 89-percent increase year-over-year — and 3.8 billion impressions, according to NASCAR.
“Nothing in sports beats attending a NASCAR race live, but wherever fans are on Sunday we’ll have unique Chase experiences available for them across multiple social platforms,” said Scott Warfield, NASCAR managing director for social media. “NASCAR is a vibrant, content-rich sport, and we’ve seen unprecedented social engagement this season by bringing that content straight to our fans.”
In addition to the in-car stream from the No. 14, NASCAR will increase its presence on Snapchat, Twitter and Instagram.
On race day, NASCAR will compile snaps submitted by fans at Homestead and create a special Live Story. Fans can also continue converse about the Chase for the Sprint Cup on Twitter using #TheChase, which adds a unique emoji to tweets. The series also commissioned artists to create Chase-themed illustrations for Instagram, and will give fans a behind-the-scenes look at the design process on its Instagram Story.
Thumbnail photo via Chris Graythen/Getty Images for NASCAR