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Fans race via Twitter in Sprint 60 Unlimited

DAYTONA BEACH, Fla. -- Ladies and gentlemen, start your tweets.

No, that's not the command to start tonight's Coke Zero 400 powered by Coca-Cola at Daytona International Speedway.

But social media takes yet another step into the world of NASCAR tonight, thanks to a Sprint initiative that will allow fans to participate in the Sprint 60 Unlimited.

The program, billed as a 60-second race within the race telecast on TNT, asks fans to tweet their favorite driver's car number, along with the hashtag #Sprint60, during a 60-second engagement to occur during the final 30 laps of the race.

To promote the program, Sprint will air a 15-second teaser during TNT's pre-race coverage of tonight's activities, encouraging fans to follow @MissSprintCup for details about the "race."

A second promotional spot providing more information will air during the first half of tonight's NASCAR Sprint Cup Series race.

Within the final 30 laps, another 30-second spot featuring Miss Sprint Cup Kim Coon will be shown, signaling the start of the Sprint 60 Unlimited. Fans will be encouraged to tweet their favorite driver's car number (with the #Sprint60 hashtag) as often as they can for a 60-second span.

According to Sprint officials, live results will appear on-screen for the duration of the voting, with individual dots (representing the various drivers) indicating where those drivers are based on vote totals as they "race" around the track.

Only the top five drivers, based on fan participation, will appear on-screen.

The Sprint 60 Unlimited winner will receive a $10,000 donation to his or her charity of choice, as well as a trophy.


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