CHICAGO & PLANO, Texas – Snack and candy companies seek consumer engagement now more than ever. New flavor-voting initiatives and social media campaigns appear online and on TV daily, with the goal of intriguing consumers enough to visit the retailers carrying the products.
Recently, snack and confection brands have acquired the help of various celebrities and targeted niche audiences to capture consumers’ interest.
Here are two that are doing so …
The M&M’s NASCAR team has launched two promotions, both offering fans experiences throughout the duration of the Monster Energy NASCAR Cup Series season and 2018 Monster Energy NASCAR Cup Series Playoffs.
One promotion gives fans with the opportunity to attend the first playoff race of the NASCAR season in Las Vegas on Sept. 16. The winner will receive an all-expenses-paid trip: two VIP tickets to the race, flights, accommodations and more. The promotion closes Aug. 29.
Kyle Busch, M&M’s sponsored NASCAR driver, is at the forefront of the second promotion. Fans have until Sept. 6 to enter to win a "ride with Kyle," which will commence before the start of the Monster Energy NASCAR Cup Series Playoffs later this fall. Each week of the playoffs, one winner will be chosen to “ride with Kyle” and have his or her name on the No. 18 M&M's Toyota race car.
Fans enter both promotions by sharing a photo of themselves celebrating Kyle Busch and M&M's via social media, using the hashtag #18n18.
Doritos has launched its "Blaze the Beat” campaign with rapper Busta Rhymes to select a hip-hop artist to perform at a music festival later this summer, as well as win $50,000.
This comes on the heels of Doritos’ first hip-hop-themed campaign: a commercial for Doritos Blaze featuring a rap battle between Busta Rhymes, Peter Dinklage and other celebrities during last year’s Super Bowl.
Fans enter by submitting their own rap lyrics to Doritos’ website. The main rule: The lyrics must be recorded over the “Blaze Beat”—a hip-hop track produced by Busta Rhymes and other music producers. The submission period ends Aug. 17. Five selected finalists will perform at the Life Is Beautiful Music & Art Festival preparty in Las Vegas on Sept. 20 on the Doritos #Blaze Stage.
After the festival, Busta Rhymes will choose one winner, who will be crowned the Blaze the Beat champion and receive $50,000.
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