M&M's this morning will unveil what it is calling the first branded luxury camping experience at a NASCAR race with a new program called M&M's Glampground. M&M's will set up around 30 branded tents in a private area of two upcoming NASCAR race weekends this summer: one at Kentucky Speedway and the other at Bristol Motor Speedway. The offer goes for $500, though it is not known how SMI, which owns both tracks and is selling the M&M’s packages on its websites, is splitting the revenue with M&M’s. The Mars-owned chocolate brand, which works with Weber Shandwick for its racing program, is offering 20 of the 30 tents to fans to purchase, while reserving 10 of them for VIPs.
The program is meant for two people and comes with amenities such as two tickets to the race plus garage and club access; a choice of a queen bed or two singles; private showers and bathrooms; on-call shuttle service; charging stations and WiFi; breakfast, lunch and dinner catered by local restaurants; events and appearances by driver Kyle Busch, his wife Samantha and NASCAR team owner Joe Gibbs; and a FanVision scanner with two headsets.
