Before the race, we let fans know to have their phones ready via social media and a unique commercial that day. Then, sharing the screen with the real race, the Sprint 60 Unlimited ran, fuelled in real time by fan tweets. Just 60 seconds later, the winner was announced.

During the race itself, thousands of NASCAR fans participated, garnering Sprint roughly 90 tweets per second. Miss Sprint Cup, Sprint’s already popular NASCAR ambassador, more than doubled her number of Twitter followers. And the racing press covered the event. Plus, Sprint donated $10,000 to the winning driver’s charity.