CORNELIUS, N.C. – The face of Michael Waltrip Racing’s social media engagement is getting a new look beginning Sunday at Las Vegas Motor Speedway.
It should be an eye-catching debut.
Each NASCAR Sprint Cup race day, a team of digitally savvy models will roam the garage, infield, sponsor midway and hospitality areas to interact with NASCAR fans. The uniformed ladies will also lead a concerted social media effort from the track in 2013 in support of MWR’s team initiatives and sponsors. Fans can interact with them via twitter by using the handle @MWRGirls. Uniquely, one of the @MWRGirls is Miss Florida Latina, speaks fluent Spanish and will lead MWR’s effort to take the MWR/NASCAR experience to the Latino audience.
“We’re always trying to be innovative when it comes to social media, marketing or anything that advances our partners interest,” said Waltrip. “We wanted to create some buzz around our teams and partners. These young ladies are not only attractive, but exceptionally smart and will give fans a taste of what goes on at the track away from just the competition.”
Waltrip said over the years he noticed almost all of the social media communication from race teams is about cars, pit strategy, and the drivers. Instead, the @MWRGirls will take fans to a variety of events on race day, share insider information and show the magnitude of NASCAR Sprint Cup races.
The @MWRGirls will also be available to sign autographs, pose for pictures and engage in contests where fans can win MWR related gifts.
Waltrip said over the last month MWR has interviewed almost 20 models to find ladies who will be active on Twitter, Facebook and other social mediums.
“We can’t sit still and expect our sport to grow, so we are trying to be creative and innovative. We think this will be fun and something the fans will enjoy.”