M and M Mars continues to find new ways to both support and activate behind NASCAR start Kyle Busch's hallmark season.Today the brand found the unique confection, collectable and charity elements to step up their support behind Busch's outstanding season, launching a line of Kyle Busch personalized M and M's online for fans, with a percentage of the sales going to charity. It is a great move to capitalize on the star value off the race course and in the home, and adding a charity component will give even those casual fans a chance to add a little more incentive. The move also gives Busch yet more media and brand attention as the NASCAR season moves into its final quarter, and keeps him relevant and unique at a time when many may consider his outstanding season a bit trivial. Once again NASCAR leads the way with the innovative and timely innovation for brand activation and added PR buzz.
On to some other topics of note…today's Wall Street Journal take a good look at how a fantasy game for the AVP could start reaping benefits if structured right, a good example of forward thinking in the fantasy space outside of traditional sports…with childhood obesity becoming a bigger topic as we approach back to school, Media Post has a good piece on Whole Foods and Kelloggs teaming up for a family fitness program…the Stockton Record has a good piece on the hometown exposure and buzz generated by Saturday night's Elite XC event…some good NFL features include Florida Today's profile on new Dolphins coach Tony Sparano an.the Kirkland News Tribune's profile of the Seattle Seahwaks veteran voices in camp…and SI.com's Tom Verducci has a solid piece on Goose Gossage's Hall of Fame career.
