HACKETTSTOWN, N.J. — M&M’s is no stranger to the NASCAR circuit, but the official chocolate of NASCAR is giving fans the chance to race around the same track as the pros at the Atlanta Motor Speedway 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. 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 eligible to participate, and fans can sign up at www.atlantamotorspeedway.com/mm500/. The event is limited to the first 500 registrations and drivers must present a valid driver's license to participate.
In addition to the M&M'S 500 event, the brand will continue its 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 branded race gear, free product and the chance to be upgraded to the "Best Seats in the House" on race day.
M&M'S is also actively encouraging race fans to showcase how they use M&M'S during their race day ritual at home this race season via hashtag #BetterWithMMS on Twitter for additional chances to win upgrades.