US stock car racing series Nascar has become the first to adopt social media giant Facebook's new Venue fan engagement app.
The platform, developed by Facebook’s product experimentation team, allows users to communicate with selected host commentators during live sporting events as a second-screen 'experience’. The tie-up with Nascar will see guest commentators interact with fans during races using features such as polls or Q&As.
Acting as an event hub, Venue is being positioned as a challenger to Twitter by offering a more tailored platform for reactive interaction between fans, as well as hosts.
Commentators and guest personalities will be on hand to engage fans around specific moments during a race, with users notified about highlight moments.
The platform was first tested during Nascar’s Supermarket Heroes 500 race from Bristol Motor Speedway on 31st May.
“As Nascar makes its return to action, Venue will provide users with a unique and exciting way to connect with fellow race fans from around the globe — all from the safety and comfort of their own homes,” said Tim Clark, Nascar’s chief digital officer.
“Nascar was built on innovation, and we couldn’t be more excited to help a great partner like Facebook’s new product experimentation team innovate around new platforms.”
Ime Archibong, the head of Facebook’s experimentations division, added: “Facebook is launching Venue to bring fans and creators together around live events, starting with Nascar. Digital spaces can connect us when we can’t be together in person, and Venue is one way to feel the energy of watching live events with other fans.”