Hershey Foods Corp. leverages its NASCAR sponsorship for an online auction that uses candy wrappers as currency.
The Reese’s Racing Auction dangles memorabilia from NASCAR’s Reese’s Racing Team (team jackets, lugnuts, even the hood of the No. 21 Pay Day 2003 champion car). Fans collect wrappers from 14 Hershey candy brands (including Reese’s, Hershey, Kit Kat and Twizzler), then register at www.reesesracing.com to bid.
The auction runs July 1 through Aug. 2 via ePrize, Farmington Hills, MI. The J. Brown Agency, Stamford, CT, handles Hershey’s NASCAR promos.
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