The M&M'S Glampground

How a Campground Became the Sweetest Stop on the NASCAR Circuit

In 2019, M&M’S Racing was looking to host an interactive experience that would engage both new and seasoned NASCAR fans during the summer races at Kentucky Speedway and Bristol Motor Speedway. The resulting idea was a first-of-its-kind, all-inclusive glamping experience with five-star amenities, special guest appearances from some of NASCAR’s biggest personalities, and all things M&M’S Racing.

The M&M’S Glampground offered an unforgettable weekend and allowed fans to experience NASCAR in an entirely new way. In addition to sleeping comfortably in branded M&M’S tents just outside the race tracks, glampers also had access to VIP viewing areas, tailgate games and movie screenings, private bathroom and shower trailers, and catered meals.

Thanks to a connection made by Rick Schanz of Marketing Master Contractors we worked alongside Weber Shandwick to facilitate both events. We produced and installed the majority of the M&M’S Glampground perimeter and interior branding elements, including entrance trussing structure and signage, directional signage, flags and flagpoles, fencing and fence banners, bleachers for the movie screen and the bleacher banner, pennant rope, permanent ballon clusters, tent floor graphics, welcome standees and the M&M’S lentils for each tent, vinyl spot graphics for the bathroom and shower trailers, and branded tailgate games.

Alongside these branding elements, we also provided our Airstream Skydeck to be used as a hospitality area and arranged for set-up and strike staff at both events.

In all, with roughly 40 glampers at each race, the M&M’S Glampground at Kentucky Speedway and Bristol Motor Speedway turned out to be a sold-out success. The experience tipped a hat to the long history of fans camping outside tracks on race weekends, gave the glampers the opportunity to meet and mingle with new people, and drove awareness to the M&M’S brand.