M&M's Racing starts UGC video campaign

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Mars Snackfood US has created a partnership between M&M's Racing and 12seconds.tv for a user-generated online video program. The program, "M&M's 12 Seconds Cup," was developed by marketing agency G2 to help connect the brand with both NASCAR fans and M&M's lovers.


The challenge highlights how the No. 18 M&M's Toyota pit crew team can change four tires in 12 seconds and dares consumers to submit a 12-second video showing what they can do in this same time frame.


It is centered around the M&M's spokescandy "Red" and Kyle Busch, driver of the No. 18 M&M's Toyota in the NASCAR Sprint Cup Series. The messaging calls consumers to "Dare to be a Fan" and invites them to join the competition. Consumers can post the 12-second videos of themselves doing various activities to an M&M's Racing branded page on the 12seconds.tv site.


"The loyalty runs strong, so from a marketing perspective we were looking for a way to get these fans more engaged," said Ryan Bowling, PR manager for the integrated marketing communications group at Mars Snackfood US. "Video is one of the most popular media that gets consumers to connect."


"It is an opportunity for us to identify the folks that have been taking part and to educate them on our other communication vehicles, such as our active Twitter pages around race teams and our Facebook page," added Bowling.


To promote the new program, 12seconds.
tv is running banner ads on its site. M&M's is also sending e-mails to M&M'S Racing fans, and promoting it on the M&M'S Racing Web site, Facebook fan page and Twitter feed.


"M&M's Racing has been on Facebook, Twitter and MySpace for a year, so we thought the 12Seconds partnership was a good fit because NASCAR fans are passionate and like to voice their opinions and M&M's fans are also passionate and like to have fun," said Brian Riemer, VP and creative director for G2 Interactive, who said the goal was for fans of each brand to discover the other brand.


The campaign, which kicked off May 21 and will run through July 2, is part of an ongoing strategy for M&M's Racing to reach consumers through more conversational forms of marketing.

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