Lowe’s Just Gets It!

March 8, 2013 by Erik Miner

As if we all needed a reminder, social media is in our lives for good. And it’s making its way – fast and furious – into our entertainment world as well.

Premier Sports client Lowe’s has brought Twitter to the track – the racetrack that is – debuting the Kobalt Social Media Command Center at the Las Vegas Motor Speedway during a NASCAR weekend in early March. Lowe’s is taking advantage of the opportunity to promote its Kobalt Tools brand in the process.

Race fans will be able to follow along on the big-screen monitors and participate in real-time interactions of drivers, media, NASCAR, speedway officials and other guests who drop by the social media command center.

Lowe’s, its Kobalt brand and NASCAR’s top sponsor Sprint worked together to bring this innovative form of communication and interaction to the track. For fans not lucky enough to be at the track, they can follow along at —a social media aggregator for all things Lowe’s Racing. Fans following the race on Twitter, should use the hashtag #Kobalt400.

You can read about the Kobalt Social Media Command Center in the Las Vegas Review-Journal and on the Hendrick Motorsports website.

Premier has initiated live tweeting at two of its recent events – the National Collegiate Basketball Hall of Fame induction ceremony in November (@CBHOF) and this March at the NFL 101 Awards (@PremierKC and @kcchiefs). By partnering with the Kansas City Chiefs – a sponsor of the 101 Awards – we were able to reach almost three million Twitter users, giving them a feel for the atmosphere during a sold-out show that featured Peyton Manning and Hall of Fame coach Don Shula.

No doubt social media will bring a new dimension to watching a NASCAR race – thanks to our partner Lowe’s. Social media will also continue to filter into all our sporting events, giving fans creative and interactive ways to be more than just a spectator.