New Twitter Hashtag Pages Are For Events, Not Brands


Twitter’s first TV commercial aired Sunday, touting a web page that curates conversations including the hashtag #NASCAR. The commercial left many brands wondering what Twitter had in store for them with the new hashtag pages.

Mashable learned Monday that although this project was a partnership between NASCAR and Twitter, NASCAR had no editorial insight on what appeared on the page, meaning the new hashtag pages are for events, not brands.

Twitter explained in an email that the hashtag event page, launched for Sunday’s 2012 Pocono 400 NASCAR race, was aimed at detailing the race experience and not the NASCAR brand.

The social network employed algorithms and human curation to showcase tweets and photos from drivers, fans, pit crews, celebrities and media. It plans to continue using “” for future races.

Twitter didn’t share plans on what other events would be given the hashtag page treatment but stressed the company is focused on building compelling consumer experiences. People who are not Twitter users can also view the #NASCAR hashtag page.

We suspect major sporting events and entertainment award ceremonies will likely get the first nod because they tend to quickly incite a high volume of tweets from users (see gallery below).


Tags : Nascarpenske

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