The Hashtag 500

imagine you're watching the super bowl, and right after a touchdown pass the tv announcer says you can win the game ball if you're the first to tweet a long hashtag right now. that's what we did at the super bowl of motorsports, with a new twitter race every 20 laps. hundreds of thousands of fans raced in real-time for cool stuff like tires replaced in pit stops and fenders broken in wrecks, plus steering wheels, helmets, gloves, the checkered flag, and more. i developed the concept and creative directed the effort with my partner, aaron mosher.