The most memorable moment from the 2012 Daytona 500 was when Juan Pablo Montoya crashed his car into a jet dryer on the track. It ignited a massive fire with fuel burning on the Daytona International Speedway track and halted the race for an extended red flag.

But perhaps the second most memorable thing that happened during that race was when Brad Keselowski tweeted a photo from inside his No. 2 Dodge. It was a simple tweet showcasing his view of the distant fire on the track in front of him, but it launched him, and NASCAR, into Twitter stardom.

It’s arguably the most famous NASCAR tweet to date, and Keselowski said people still remind him about it all the time.

Crazy how many people still send this to me. https://t.co/TQrpMh8L7E — Brad Keselowski (@keselowski) February 5, 2019

“I never did appreciate how many people thought that was unique and cool and fun,” Keselowski, who wrecked and finished 32nd in that race, recently told For The Win. “And when I see those messages, it makes me think about that.

“I didn’t do it to be unique and cool and fun. It seems like every time we try to do an initiative like, ‘Oh man, people are really going to like this,’ (and) nobody really cares. And it’s the things you do with no intent at all that people really go crazy over.”

The effect of his simple tweet is long-lasting, including impacting the drivers.

At the time, Keselowski — who became the NASCAR Cup Series champion that season — was not technically violating any rules about using electronics in a moving car because he was parked on the track. But eventually after that race, NASCAR said drivers are no longer allowed to have cell phones in the car.

That one tweet also helped Keselowski hit 200,000 followers — after starting the race with 65,000, according to The New York Times — which was a lot for a NASCAR driver at the time. He has 756,000 now, but because of his “Fire!” tweet, he surpassed several big names in the sport.

More via The New York Times‘ story from the day after the 2012 Daytona 500 ended:

When told he had passed 200,000, he said, “Thank you followers.” That gave him more than Kyle Busch, Jimmie Johnson, Tony Stewart, Kasey Kahne, Jeff Gordon, Kevin Harvick and Dale Earnhardt Jr. (who has more than 91,000 but has never sent a tweet). Matt Kenseth, who won the Daytona 500, has only about 74,000.

When asked why NASCAR fans are still fascinated by a 7-year-old tweet — with a hazy photo and smoke in the distance — Keselowski could think of only one reason.

“I just think it was an authentic moment, and I think there’s something to be said for authenticity and spontaneity,” he said. “There’s a lot of things that came together for that moment. You could never plan it, and that’s OK.”