Normal service will shortly be resumed

Junior Inter-Nation (me) still dumbfounded by this weekend’s victory.

Impossible to type while making the Fingers of Rock. Hang in there, normal service will doubtless soon be resumed, so in the meantime let’s enjoy the win.

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The ‘Dew Crew’ has spoken… weeks of fun ahead!

There’s seldom a movie released these days that doesn’t end up splattered across somebody’s NASCAR livery.

Statistically it’s very rare that these special liveries don’t jinx their drivers into having a nightmare day at the office. Of course the one exception is Jimmie Johnson, who would stand a fair chance of winning if Goodyear forgot to bring enough tyres and had to raid its display car – hence ‘Five-time’ rolling into Victory Lane at Dover in a powder blue car festooned with furry friends from Madagascar 3.

At Michigan later this month Dale Earnhardt Jr will be driving a Dark Knight Rises-themed Impala, wearing one of four liveries that was put up to the fans’ vote by Mountain Dew via it’s ‘Dew Crew’ website. And they helpfully put out a reveal video, hence the post.

You could probably write a decent dissertation on the cross-promotion and data capture activities going on here. It’s impressive stuff.

Off the track Mountain Dew will be bringing out a Dark Knight-inspired Dark Berry flavour together with 6-oz cans of the original stuff that features a bat symbol which transforms to corporate green when it’s chilled to a drinkable temperature.

Something tells me that many coolers at Michigan will be brimful of the stuff.