Starting this month, drivers on four national racing circuits can test their mettle with the man of steel. DC Comics, Warner Bros. Consumer Products and Action Performance Companies have teamed up with NASCAR, Championship Auto Racing Teams, National Hot Rod Association and World of Outlaws for ‘Superman Racing.’ The program provides nine champion drivers with cars emblazoned with the superhero’s shield and a pumped-up Superman flying fist-forward. Three-time NASCAR Winston Cup champion Jeff Gordon will kick things off on May 22 when he hits The Winston in Charlotte, North Carolina, joined by eight other drivers in the various circuits throughout the year. DC Comics is marking the promotion with a limited-edition custom comic starring the nine drivers in an adventure with Superman, to be sold exclusively at Kmart stores. Action Performance Companies, which designs, markets and distributes licensed motorsports merchandise, is pitching in with a line of ‘Superman Racing’ branded memorabilia, including die-cast replica cars and children’s apparel.
In other racing news, Turner’s Cartoon Network is hooking up with NASCAR and Wendy’s Restaurants for a ‘Wacky Racing’ QSR promotion. From May 3 to June 13, more than 4,800 QSRs across the U.S. and Canada will offer kids ages three to 12 a theme car premium featuring Cartoon Network characters. This will be followed closely by Cartoon’s first-ever promo based on the animated series Johnny Bravo. Running from June 14 to July 25, the Johnny Bravo tie-in includes such premiums as Johnny’s signature sunglasses, a wrist catch game, a bowling game, a flipper toy and a fun kit. Both promos include themed Kids Meal bags, and Wendy’s will support both with national TV advertising.
Turner’s TBS Superstation is joining in with a sweepstakes offering winners the chance to meet a NASCAR driver and go for a ride. During the network’s coverage of the NASCAR Coca-Cola 600 on May 30, a secret toll-free telephone number will be revealed live through a camera mounted in Cartoon’s Wacky Racing car. The sweepstakes winner will be selected at random from resulting callers.