When Warner Brothers secured the naming rights to the June 19 NASCAR Nextel Cup race at Michigan International Speedway, it was assumed that Batman, whose upcoming movie will share the name of the race, would wave the green flag to start the race.
But after a brainstorming session between Warner Bros. and the racetrack, it was decided that an online sweepstakes would best determine the honorary starter of the race, leaving the Caped Crusader to go off fighting crime.
From May 23 to June 6 consumers can enter at Begintherace.com. The grand-prize winner—who can take along a guest—will be sent to Brooklyn, MI, to be the official starter, and will also receive a VIP racing experience (including pit and garage passes and a behind the scenes tour of the racetrack). Should the winner live outside the racetrack area, hotel and transportation will be included.
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| Michigan International Speedway president Brett Shelton (l.) and driver Mark Martin with the Batman racecar Martin will command in the Batman Begins 400 |
Public relations and online banners at motorsports trade publications and consumer Web sites will be used to promote the sweepstakes, according to Alan Taylor Communications, which is handling p.r.
Because of the short period of time between the contest idea and the waving of the green flag, Sullivan said the sweeps will be handled by both Michigan International Speedway and Warner Bros., along with both company’s online partners. Those include NASCAR.com, Racingone.com, Speedtv.com and the group of Knight-Ridder Digital Web sites.
Roush Racing driver Mark Martin’s will feature a special Batman Begins paint scheme for the race. Martin’s Roush Racing teammate, Ricky Craven, will also be sporting a Batman Begins scheme during the NASCAR Craftsman Truck Series event on June 18.
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