M&M’s will launch an 18-week NASCAR promotion next month that will include prizes from two other sponsors in the sport, The Home Depot and Tissot, as well as trips to Miami for the season-ending Sprint Cup event in November. The promotion, designed to identify the “Most Colorful Fan in NASCAR,” will debut June 8 on NASCAR.com with support that will include print advertising and other online buys at Yahoo! and Jayski.com. But the promotion’s home for 18 weeks will be NASCAR.com, where fans will enter the sweepstakes by submitting photos of themselves in their most colorful fan gear. M&M’s is a product of Mars, the primary sponsor of Kyle Busch’s #18 Joe Gibbs Racing Toyota, and Busch will vote along with visitors to the site for the most colorful fans. Five finalists will win trips for two to the Ford 400 at Homestead-Miami Speedway. Each finalist also will win a $100 gift certificate to The Home Depot, another sponsor at Gibbs with driver Tony Stewart. The ultimate winner will receive a Tissot limited-edition watch. Busch will drive in the June 8 Sprint Cup event at Pocono with a special “Most Colorful Fan in NASCAR” paint scheme to help build awareness for the promotion.(SportsBusiness Journal/Sporting News)(5-20-2008)
