If you didn't happen to catch the NASCAR event last weekend, Farmers created quite a stir within the race community by featuring a Twitter hashtag on Kasey Kahne's Farmers 5 Chevy Car. The goal of the #Farmers5 hashtag was to provide a channel for Kasey Kahne fans to be able to communicate with each other, and for us to simply be able to listen. However, as we quickly found out, Kasey fans were thrilled to be able to interact with each other and our team, most notably to get a chance to win a signed visor worn by Kasey. This branding experience yielded us in excess of 16,000 mentions and 7.5 million impressions, resulting in our hashtag to trend on Twitter within just a few shorts hours on Saturday. The ability to leverage fans to promote the hashtag was a huge success.
Posted 5:14 PM

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