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Dollar General Enlists Earnhard, Jr.

  Retail chain Dollar General is launching a raft of promotions around its sponsorship of NASCAR. Free gas for a year, a trip to Las Vegas and $250,000 are among the prizes. The Dollar General "Race in to Win" sweepstakes, which launches Aug. 28 and runs through Nov. 12 is a national retail program around the Chase, NASCAR's version of the playoffs. 

Dollar General has hired NASCAR racer Dale Earnhardt Jr. as a spokesperson for point-of-purchase efforts, web and radio ads.

The "Race in to Win" sweepstakes dangles ten first-prize trips for two to Las Vegas for NASCAR Sprint Cup Series Champion's Week, free gas for a year and a chance to win the grand prize of $250,000. The grand prize winner will be chosen from among the 10 finalists in Las Vegas. The company is also offering Visa prepaid cards as part of the program.

Entry to the sweepstakes is via purchase of qualified products at retail. They have to then go to or call a toll-free number to enter required information from their purchase receipts. 

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