Twitter ran a television ad based on their new brand pages. NASCAR was the first brand promoted through this television ad.
The ad promoted the twitter.com/#nascar link which sends you to the Hashtag page of NASCAR on Twitter at twitter.com/hashtag/nascar.
twitter.com/hashtag/nascar seems to be a customized page with search results, top users and shared images.
This is a good move by the company. It is a sponsored page but not full of advertisements. Users get to become a part of it!
We assume that this program would be expanded to lots of brands in the future and Twitter is likely to generate good revenues through it.