never.no and Leo Burnett enable first real time Twitter integration into Social TV Advertising
never.no today announced that Sprint in conjunction with Leo Burnett used never.no’s Social TV Advertising platform, Sync, during TNT’s Wide Open coverage of NASCAR’s Coke Zero 400 in Daytona, Florida to power the world’s first real time Twitter-race during a sponsored segment.
The 60-second race, billed as “the shortest race in NASCAR history,” ran during the live Wide Open coverage of the last 30 laps of the race. Fans were asked to Tweet their favorite driver’s car number, along with the hashtag #Sprint60. Each Tweet increased the driver’s speed, pushing them faster along the track as viewers watched the progress live. This was a direct call to action for watchers to not just participate in an example of Social TV gamification during an Ad spot, but also created a social share benefit in real time.
“NASCAR racing is legendary for separating kids from grownup drivers”, said Lars Lauritzsen, never.no’s CEO. “The Sprint 60 separated kids from grownups in the social TV technology field. It’s a prime example of what our Sync product is all about: 1st/2nd screen synchronicity, real-time broadcast graphics rendering, and individual viewer dialogue. It was a bold segment to put on air, since there was no margin for error. I’m very proud and grateful to TNT, Sprint and Leo Burnett who believed in our technology and our crew. Social TV advertising may revolutionize how sponsors relate to broadcast, so watch this space in the months to come.”