Left to right: Omid Ashtari, Head of Sports and Entertainment for Twitter, Nelson Piquet Jr., driver of the #30 Alpinestars Chevrolet, Brad Keselowski, driver of the #19 Cooper Standard Ram, and Steve Phelps, Senior Vice President and Chief Marketing Officer for NASCAR after addressing media about NASCAR and Twitter's partnership on May 18, 2012 in Charlotte, North Carolina.
(Scott Halleran - GETTY IMAGES FOR NASCAR)
Twitter has released its first television ad, leveraging the platform’s community-building power for one of America’s most powerful brands: Nascar.
The ad aired during the 2012 Pocono 400 Nascar race Sunday and shows driver Brad Keselowski taking a photo with his iPhone while sitting in the driver’s seat of his car. Text then fades in on screen telling viewers to “see what he sees.”
The ad then goes to a black screen with the text “Twitter.com/#NASCAR” and the Twitter logo in the upper-right-hand corner. The link takes you to a branded #NASCAR page, featuring curated tweets, photos and “top people,” of which the formal NASCAR account leads the bunch.
The 15-second ad is simple, but also a notable, new chapter in Twitter’s evolution, as the company seeks new ways to earn ad dollars with as little change as possible to the existing user experience. The company has been wary of upsetting users with ads that could be perceived as overly invasive.
CBS News reports that the television ad is scheduled to run through the Sprint Cup series.
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