Mars gets the checkered flag for 2012 NASCAR Marketing Achievement Award. The company, which has been a NASCAR sponsor for 23 years, will be honored at the NASCAR NMPA Myers Brothers Awards held at Encore at Wynn Las Vegas on Nov. 29. For NASCAR activation Mars has done intellectual property, promotions, public relations, B2B, online, broadcast, event marketing, and retail.
“Mars’ execution of a fully integrated strategy within NASCAR exemplifies the spirit of the award and has been the catalyst to the brand’s success in the sport,” said Jim O'Connell, chief sales officer for NASCAR.
Mars data says the brand gets a 4-to-1 ROI from its NASCAR programs. Events this year to reach customers, consumers and associates, include “M&M'S We Win You Could Win Sweepstakes”; a TV panel program that places the logo of key retailers on the rear “TV panel” of the No. 18 M&M’S Toyota to drive exposure and incremental sales; the “Best Seats in the House” program dangling seat upgrades; NASCAR Day at Mars Chocolate North America’s headquarters in Hackettstown, NJ, featuring Joe Gibbs Racing (JGR) owner Joe Gibbs, Kyle Busch and the entire No. 18 M&M’S Toyota team