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Volume 26 No. 50
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NASCAR Taking Advantage Of Instagram's Shopping Stickers

NASCAR Managing Dir of Digital Content Amanda Lordy said that Instagram posts this year with the "shopping sticker" feature are "outperforming posts with similar content and no shopping stickers from last year by an average of 65% in terms of engagement," according to David Cohen of ADWEEK. In May, NASCAR "backed the release of its line of Funko Pop figurines" by making an Instagram story and using the app's "quiz sticker to draw in fans." That Instagram story backing the figurine release "featured a trivia question created with the quiz sticker in the first frame with the second frame displaying the correct driver's Funko Pop and its matching shopping sticker." Another social initiative NASCAR has used to "blend organic content with commerce opportunities is its Paint Scheme Preview." New paint schemes are "featured on cars the Wednesday before each race." Fans can then "purchase the die-cast models associated with those cars" through the Instagram sticker (ADWEEK.com, 7/10).