3M using Michigan race to highlight new products

Check this out: Your company is a recognized leader in research and development of useful products. Your technology platform is huge, and you want to be able to show them off to the maximum number of people who care about what goes into their home, automobiles and daily lives.

You have a cool $24 billion in sales world-wide, 75,000 employees and offices and plants in more than 60 countries, including the world-wide headquarters in St. Paul, Minn.

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Who are you?

You're 3M, sponsor of this weekend's 3M Performance 400 at Michigan International Speedway and you use NASCAR as the place to put all this technology and innovation and marketing muscle to use.

Seems like it's working.

With primary sponsorship for a number of races on Greg Biffle's No. 16 Ford, 3M is not lacking for eyeballs on the corporate logo. However, the race at Michigan is important to companies like 3M because it takes place 50 miles from the automotive center of the universe: Detroit.

What better place to put one's wares on display for the fans and the executives who wander the manufacturer's midway?

So that's why the 3M Car Care Auto Fair will be in full swing this weekend, showcasing classic cars, product demonstrations, music and interviews with NASCAR stars and automotive experts.

The event, which will be held in the AAA Motorsports Fan Plaza on Saturday and Sunday from 8 a.m. to 2 p.m., will feature NASCAR stars such as Greg Biffle, Jack Roush, Denny Hamlin, Kasey Kahne and Patrick Carpentier; automotive celebrities like PRN host Doug Rice; and Courtney Hansen, television personality from SPIKE TV, will appear throughout the weekend on the 3M Car Care Auto Fair stage.

The 3M Car Care Auto Fair will showcase some 40 vintage automobiles, hot rods, classic cars, custom and muscle cars and motorcycles from a wide range of eras. For all you gearheads, there's a 1954 Corvette, a 1930 Model A Ford, one of Carroll Shelby's classic 1965 Cobras, three different models of the Pontiac GTO and a 1969 AMC AMX two-seater among those cars displayed.

The 3M Car Care Auto Fair also will feature special exhibits by Safelite Auto Glass, CARSTAR and Cool City Customs. Auto Value/Bumper to Bumper will have a special retail display .In addition, the 3M corporate display will be there showcasing many of the 60,000 patented innovations from 3M.

Like good corporate citizens everywhere, there is a charitable flavor to the 3M Performance 400.

In the weeks leading up to the race, 3M partnered with the American Red Cross to drive interest in attending the event. Every person who donated blood at an American Red Cross blood drive in Michigan's Great Lakes Blood Services Region was entered to win tickets to the 3M Performance 400.

3M, a proud supporter of the American Red Cross, donated 300 tickets to the Great Lakes Blood Services Region to help promote participation in the life-saving collection effort. Red Cross Racing also will have an exhibit at the 3M Car Care Auto Fair.

"The American Red Cross is an incredible organization that helps thousands of folks in need throughout the state of Michigan," said Bob MacDonald, 3M senior vice president of marketing. "We're excited to help get the word out about their blood drive effort and to encourage Michigan residents to get involved in this worthwhile cause. Just like 3M Car Care helps people take care of their cars, we want to help provide life-saving services to the people who drive them."

This is the third year that 3M Car Care has sponsored the race at Michigan to build awareness for its 3M Car Care product line. The 3M Car Care offering is a comprehensive line of 3M products for automotive appearance, performance and maintenance. The innovative product line includes performance cleaning products, waxes, compounds, engine additives and cleaners, adhesives, abrasives and specialty products, previously available exclusively to the professional market. The 3M Car Care product line can be found at leading automotive aftermarket retailers, national mass market retailers and online through select distributors.

Red Cross Racing is a national program to encourage loyal NASCAR fans to become dedicated Red Cross blood donors. The program is supported by a new Web site that provides a fun approach to giving blood. Red Cross Racing members can join the Donor Rewards Program, enter team competitions, and play Fantasy Racing. Members can win Red Cross Racing gear and enter to win the Ultimate Race Weekend Sweepstakes (click here).

So if you're at Michigan International Speedway this weekend, stop by the 3M Car Care Auto Fair and see what the company is doing for its consumers. You won't be disappointed.

For more information, click here.