Challenge: M&M;’s, a sponsor of the #38 racecar driven by Elliott Sadler in the NASCAR Winston Cup Series, needed a way to further leverage the tremendous investment they already had in NASCAR and came to RMG3 for help with this challenge. Although they sponsor a car in the Winston Cup series, they wanted more exposure for the M&M;’s race team and wanted more interaction with the fans. Masterfoods USA also needed a way to communicate the good things its company does in the sports world to its employees. Many Masterfoods employees didn’t know about the relationships the company’s brands have with sports such as youth soccer, the Special Olympics, and NASCAR.
Approach: RMG3 sought to build an online destination for fans and media to get up to date information about the M&M;’s race team on and off the track. RMG3 created a site that features fresh news and informationand keeps visitors coming back for more. Fans can read about Elliot Sadler and the team, play trivia, browse photo galleries, as well as participate in many other features. Other NASCAR news is also fed to the site through RMG3’s R1 news feed without any effort on the part of M&M;’s staff. In addition to the fan-friendly site, media members can enter the password protected section of the site to get bios, hi-res photos, licensing information, and audio clips. This allows M&M;’s to feed information to the press easily and efficiently.
To communicate the good deeds done by M&M;’s to its employees, RMG3 created a magazine and quarterly newsletter. The magazine is sent to over 12,000 employees, followed by the quarterly newsletter. This magazine explains all of the sponsorships and details what M&M;’s does to help various athletes and leagues around the country.
Result: RMG3 created a one-stop site for all Elliot Sadler and M&M;’s race fans that has fresh content and an exciting design and feel. It is also a destination for all members of the media to come, to get all the information they need on M&M;’s Motor sports. The magazine and newsletter allow M&M;’s to speak directly to its employees in a quick and efficient manner, and keeps employees up to speed on the happenings of the company and the sports it supports.
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