CBS is ready to renew deal with U.S. Open Talk of warming trend in relations gets cool reception NFL, partners push Back to Football Super sales for NFL and Fox Is football the next Farmville? Paciolan, StubHub launch ticket partnership PGA Tour adds women’s, youth apparel licensees UFC gets ex-NBA exec to lead Far East push Diverse cast vies for NASCAR ride on BET show No Headline
SBJ/20090126/This Week's News
M&M’s sweetens promotion around NASCAR fans
Published January 26, 2009
M&M’s will be monitoring two races this season — the one involving its driver Kyle Busch in the No. 18 Toyota, and the one to identify NASCAR’s most colorful fan.
The Mars brand will kick off its second “Most Colorful Fan of NASCAR” promotion Feb. 15, the day of the Daytona 500, but the 2009 version will have many more tentacles, including a presence on NASCAR.com and social-networking sites. The campaign will run 28 weeks, 10 weeks longer than last year’s version.
“We’re trying to go where the fans are, play where the people play,” said Ryan Bowling, Mars’ manager of public relations and marketing. “Instead of trying to drive people to a racing site, we’re going where they are every day, like Facebook and Twitter.”
The promotion’s home will be on NASCAR.com, where a link will take fans to the contest. There, they’ll be able to upload race-related photos of themselves and viewers will vote each week for the most colorful fan. The weekly winners will enter a playoff, where the ultimate most colorful fan will be crowned. Mars is tinkering with the idea of creating its own Chase from that playoff model.
M&M’s also will use behind-the-scenes video of Busch and crew chief Steve Addington on Facebook and Twitter pages, as well as YouTube.
At the race venues, Mars will send M&M’s ambassadors — most likely employees from its agency, Weber Shandwick — to engage fans and bring the M&M’s program to life, Bowling said.