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To launch the Nascar season at the Daytona 500, we turned #drafting into a meme and enlisted NASCAR drivers, teams and sponsors to seed the idea. We started with Jimmie Johnson, Jeff Gordon, Dale Earnhardt Jr. and then got our friends at Mountain Dew, Budweiser and Toyota involved. We even landed a few influencers outside of the NASCAR world, like Kelly Ripa from LIVE! with Kelly & Michael to help us out.
Almost immediately, thousands of photos started to appear as #drafting blew up among fans and the entire NASCAR industry. In less than two weeks, there were over 10,000 uses of the #drafting hashtag, 100,000 likes or comments on #drafting posts and the “grassroots” campaign was featured on FoxSports.com and the Fox broadcast of the iconic race.