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The hashtag’s basic function is to serve as a content filter on Twitter. While useful, hashtags can also be uninspired. So Twitter is converting the hashtag into a content destination in its own right through a unique partnership with Nascar announced Friday.
Starting with the Pocono 400 the weekend of June 10, consumers who click on the #Nascar hashtag will be directed to a not-yet-live Twitter page that will aggregate tweets and photos related to the race to create what Nascar svp and CMO Steve Phelps called in a statement a “complementary live race experience.”