HACKETTSTOWN, N.J., Aug. 26, 2013 /PRNewswire/ -- Attention race fans, M&M'S has the cure for the Monday, post-race blues: driving around a NASCAR track! 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, September 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 8:00 AM. 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.
For more information on the M&M'S 500 and to learn how M&M'S® is making Mondays 'Better With M', visit www.facebook.com/mmsracing.
About Mars Chocolate North America:
Mars Chocolate North America is the North American chocolate operations of Mars, Incorporated. In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the philosophy of a "mutuality of benefits" for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today. Based in McLean, Virginia, Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. More than 65,000 Associates worldwide are putting our Mars Principles in action every day to make a difference for people and the planet through our performance.
Mars brands include: Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA CO.™, KLIX® and FLAVIA®; Symbioscience – SERAMIS®, CIRKU™ and COCOAVIA™.
For more information, please visit www.mars.com.
SOURCE Mars Chocolate North America