Reason behind partnering with NASCAR

Reasoning Behind the Partnership of M&M and NASCAR

 

If a person took a guess at what the target market of the M&M candy was, they would probably say kids. Because of the bright and colourful assortment of chocolate candy, it seemed like a natural choice. However, that is not the case. In their “Note to Parent” located in their website, they specifically state they do not target any child under 12, disallow entry into sections of the site based on age. Their target market is primarily adults or those soon to be i.e. age 16 and older. Although they don’t exclude children, parent or adult controls are in place.  In an attempt to rebrand themselves, the commercials are targeted to the social media savvy crowd i.e. the 18 – 45 demographic. This age demographic is the highest users of social media and also have the highest amount of disposable income. They are up on the latest trend and create the buzz marketing companies desire. Their new commercials are sexually suggestive and the humour is adult yet the characters are colourful and commercials are timed with the latest movies or events e.g. Star Wars or the NFL Super bowl.

It is not surprising that they have partnered with NASCAR. The NASCAR fan is the same demographic at the target market that M&M seeks. The #18 M&M’s Toyota Camry with driver Kyle Busch has been in victory lane over 100 times. It is a duty of all drivers when interviewed to always mention their sponsor’s name and manufacturer of their car; this on national TV from Friday night to Sunday. Sponsor clad merchandise is big business at the track as well as the on- line store at NASCAR.com. NASCAR is the second most watched sport in The United States next to the NFL. NASCAR fans are the most loyal to their driver and will purchase their driver’s sponsor’s products over that of their competition. Companies that invest in NASCAR sponsorship gain brand recognition and there is always a return on their investment. Different sponsorship packages can be purchased that allows access to other sponsoring companies. Many business deals are struck at the track. NASCAR at the same time has tried to bolster attendance by using social media as well; trying to engage the younger crowd. They have their social garage segment on NASCAR Race Day where fans tweet their favourite drivers questions. NASCAR has a Facebook page but pushes tweeting.

M&M has featured four social media site links (Facebook, Twitter, YouTube and Foursquare) but focuses heavily on Facebook for exposure to the target market as it is the largest social media site in use by this age demographic. Their Facebook page is more comprehensive and includes NASCAR as part of their identity.