• by Karlene Lukovitz  @KLmarketdaily, August 1, 2017

Mountain Dew has a new twist on gathering email registrations.

With NASCAR legend Dale Earnhardt Jr. retiring this fall, the PepsiCo brand is running a special promotion.

On Oct. 15, at Talledega Super Speedway, Earnhardt Jr. will run his last race in his Dew-sponsored No. 88 Chevrolet.

PepsiCo has been a primary sponsor of drivers with the Hendrick Motorsports team for 16 years, and Earnhardt Jr. has been paired with Mountain Dew for nearly a decade. 

The first 100,000 fans who register their names and email addresses through a “Ride With Jr.” site will get their names included in the special paint scheme to be used for the car for that race.

The deadline to register is Aug. 25 — if the 100,000 limit hasn’t been reached yet, which seems a remote possibility, given the enthusiasm of NASCAR (and Dew) fans. 

Those who make the cut will receive an email alerting them and will be able to check the site this fall to see where their names will be placed on the No. 88 Mountain Dew Chevrolet. (The actual size of the names on the car isn’t being noted as part of the promotion’s PR.) 

As would be expected, registrants agree to receive Dew’s newsletter and promotions, as well as have their information used in connection with the promotion and any publicity around it.  

PepsiCo is a longtime primary sponsor of drivers with the Hendrick Motorsports team. Earnhardt Jr. has been paired with Mountain Dew for a decade.