NASCAR is going all-in on ephemeral social media site Snapchat for its biggest weekend of the year, the Monster Energy NASCAR Cup Series championship.
The league announced this week that it is boosting its digital and social offerings for the race weekend, with a particular focus on Snapchat, a platform that tends to attract younger demographics.
People tuning in to NASCAR’s coverage on Snapchat will find full race highlights, marking the first time the league has offered highlights via the app. NASCAR will produce a new show called “NASCAR Highlights” for Snapchat’s Discover page that will cover the day’s most exciting moments from pre-race to the Monster Energy NASCAR Cup Series Championship trophy presentation in Victory Lane.
Each race car competing at the Homestead-Miami Speedway during the Ford EcoBoost 400 on Sunday will display Snapcodes on their front hood or sides that will direct fans to the particular NASCAR teams and drivers to follow on Snapchat.
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