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CHARLOTTE, N.C. — The message to Scott Warfield 2½ years ago was fairly simple.
“We’re going to grow via social media,” NASCAR CEO Brian France told his social media director.
After NASCAR regained control of its digital and social rights from Turner Sports in 2013, the shift away from massive marketing campaigns around 30-second TV spots had begun.
“We flipped the way we’ve gone about marketing,” said Warfield, who added that NASCAR was playing social catch-up but has since narrowed the gap compared when looking at its competitors.