The summer saw M&M’s leveraged its NASCAR sponsorship through a branded Glampground: : a first-of-a-kind, all-inclusive premium clamping experience for race fans and chocolate lovers at the Kentucky and Bristol Motor speedways.
This US activation, on 13 July and 17 August, aims to offer an unforgettable weekend that ‘deliver on the colorful fun M&M’S is known for’ through premium at-race camping and access that only the ‘Official Chocolate of NASCAR” can provide.
The confectionary brand used social and PR, led by its own M&M’s Racing Facebook page, to engage fans searching for the ultimate way to experience the ‘Quaker State 400 presented by Walmart’ at Kentucky Speedway to reserve spots in the M&M’S Glampground by visiting https://www.kentuckyspeedway.com/MMSGlampground/.
Pitched in the track infield, the M&M’S Glampground provided a turnkey, VIP option for fans seeking a unique race experience ranging from glamping tents, premium amenities and entertainment and garage tours.
Plus appearances and met-and-greets with NASCAR’s ‘Candy Man’ Kyle Busch – the 2015 Monster Energy NASCAR Cup Series Champion and driver of the No 18 M&M’S Toyota (as well as race weekend appearances from other NASCAR drivers and personalities).
While for the races themselves, M&M Glampers will get a FanVision race monitor and headset connected to the audio from the drivers & crew.
M&M’s Glamping packages for two are priced at $500.00 and include:
> One 12×14 glamorous camping tent (choice of one queen bed or two singles)
> Bathrooms with private showers
> VIP valet service, including a dedicated shuttle for transportation around the track
> Breakfast, lunch and dinner catered by popular local restaurants for Friday and Saturday
> Activities throughout the weekend, including garage and pit tours, tailgate games, movies and more
> Events and appearances by M&M’s Racing team members and other famous racing personalities
> Wi-fi and charging stations to keep every moment sharable
> Two Kentucky Speedway Bluegrass Club weekend tickets
> Two Cold Passes for access to the Kentucky Speedway garage
> One FanVision and two headsets, allowing you to listen to race and driver communication
> Unlimited colorful fun that only M&M’S can provide!
“We are delighted to unveil the M&M’S® Glampground, the first ever sponsor-branded luxury camping experience at a NASCAR race that we know all fans of M&M’S® and NASCAR are going to love,” explained Allison Miazga-Bedrick, Brand Director, M&M’S.
“This is going to be a race experience like no other and we look forward to welcoming both returning and new race fans to the Glampground in Kentucky and Bristol. We encourage all fans to get their tickets now, with the experiences we have to offer they aren’t going to hang around for long.”
“M&M’S always does so much for the fans, but if I wasn’t racing, I’d probably book myself a spot in the M&M’S® Glampground,” said Kyle Busch.
“I am so excited to swing by and check this out and meet all of the M&M’S® and NASCAR fans that are going to be attending at both Kentucky and Bristol.”
Comment:
Finally, just what NASCAR fans and candy lovers have been waiting for – an all-inclusive race resort.
Sweet!
Is there a demand for this kind of experience?
Well, the first M&M’S Glampground at the Kentucky Speedway sold out in less than three hours.
In fact, there is a rising trend for infield camping on NASCAR race weekends and this has led to several company and tracks to expand their tent, RV and glamping options.
But this premium, M&M’s glamping approach raises the sponsorship camping bar even higher.
After all, as a committed sponsor of NASCAR star Kyle Busch and his team, the M&M’s marketing team can offer Glampers a higher-level of insight into the race and its drivers and a more rounded, authentic experience than most brands.
This campaign feels like a scaled up version of the award winning Martini/AirBnB/Williams F1 ‘Pit Garage Overnight Experience’ from 2017 (see case study).
Links:
Kentucky Speedway M&Ms Glampground
https://www.kentuckyspeedway.com/MMSGlampground/
M&Ms Racing
https://www.facebook.com/mmsracing/
M&Ms
https://www.youtube.com/user/mmschocolate
https://twitter.com/mmschocolate
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