M&M’s 500 Offers Fans ‘Ultimate Driving Experience’

As the “Official Chocolate of NASCAR” and sponsor of the No. 18 M&M’s Toyota, the M&M’s brand is giving NASCAR fans the ultimate experience – driving around the Atlanta Motor Speedway (AMS) during an exclusive event dubbed the M&M’s 500.

On 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. All car and truck types are welcome to participate; the event is limited to the first 500 registrations, and drivers must present a valid driver’s license.

“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 Hackettstown, N.J.-based 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 M&M’s 500 is the latest offering in the brand’s year-long effort to make occasions of all kinds “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 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 encourages race fans to showcase how they use M&M’s during their race day ritual at home via the hashtag, #BetterWithMMS, on Twitter for additional chances to win upgrades.