Before The Hashtag 500, NASCAR was merely a spectator sport. We gave fans tuning in to The Daytona 500 an unprecedented real-time opportunity to race alongside their favorite drivers on the track. Every 20 laps, we launched a new Twitter race for coveted driver memorabilia: tires from a pit stop, a piece of car bent in a crash, plus Daytona's signed checkered flag. The result was NASCAR's most engaging race ever.