M&M'S Leveraging Kyle Busch's Season With Two New Promotions

M&M'S launches the first promotion today, which is based around a trip to a playoff race in Las VegasMARS

M&M’S is launching two new social promotions around its sponsorship of Joe Gibbs Racing’s No. 18 Toyota as it tries to leverage Kyle Busch’s winning season, and how his car number matches the calendar year, to get consumers to interact with the brand. The Mars brand will launch the first of the two promotions today, based around a trip to the NASCAR playoff-opening race at Las Vegas Motor Speedway in mid September. The second promo launches in early September and will see a weekly winner get their name printed on the No. 18 car next to Busch’s name atop the driver-side window. To enter each promotion, a person on social media uses the hashtag #18n18 and shows how they are celebrating Busch’s season, in which he is tied for the lead in wins in the Monster Energy NASCAR Cup Series with five. M&M’S works with Weber Shandwick for PR.