As the “Official Chocolate of NASCAR” and sponsor of the popular No. 18 M&M’S Toyota, M&M’S Brand in September is giving NASCAR fans the ultimate driving experience—and chance to race the same track as the pros—at the famous Atlanta Motor Speedway (AMS) during an exclusive event dubbed the M&M’S 500.
On Monday, Sept. 2, M&M’S will invite fans to drive their own vehicle two full laps around the storied mile and a half track in an effort to show how M&M’S candies help make Mondays “Better With M.” Following their rides, fans can have their vehicles photographed at the track.
“We’re taking our fans’ love of NASCAR and M&M’S to the next level with the M&M’S 500,” said Roy Benin, chief consumer officer at Mars Chocolate North America. “In addition to the race day plus-ups we’ve been rewarding our fans with this season, we’re excited to give them the ultimate chance to sit behind the wheel on a track they know and love.”
The event will start at 8 a.m. Any and all car and truck types are welcome to participate, and fans can sign up at http://www.atlantamotorspeedway.com/mm500/.
The event is limited to the first 500 registrations and drivers must present a valid driver’s license to participate.
Rewarding Race Fans
The M&M’S 500 is the latest amazing offering in the brand’s year-long effort to make occasions of all kinds—from birthdays to holidays to even ordinary Mondays— ‘Better with M’ by showcasing how irresistible M&M’S chocolate candies make moments more fun and delicious.
In addition to the M&M’S 500, the brand will continue its popular at-track “Race Day is Better With M” spotter program by visiting three remaining race events during the 2013 NASCAR Sprint Cup Series season including the fall races in Atlanta, New Hampshire and Charlotte. The brand goes in search of race fans and chocolate-lovers alike who put their affinity for M&M’S on display, and rewards such fans with race day plus-ups like branded race gear, free product and the chance to be upgraded to the “Best Seats in the House” on race day.
In addition to the brand’s at-track spotter program, M&M’S is actively encouraging race fans to showcase how they use M&M’S during their race day ritual at home this race season via the hashtag, #BetterWithMMS, on Twitter for additional chances to win upgrades.