LidRock to sponsor Lester's No. 22

DAYTONA BEACH, Fla. -- The Convex Groupon Thursday announced that it will integrate popular music into NASCAR racing highlights and information through LidRock: a new entertainment format from The Convex Group that delivers exclusive multimedia content in CDs and DVDs embedded into the lids of fountain drinks.

LidRock will also be a primary team sponsor of Bill Lester, driver of Bill Davis Racing's No. 22 Toyota truck in the NASCAR Craftsman Truck Series.

The initial LidRock program will feature Pharrell Williams, 2004 Grammy winner, "Producer of the Year" and renowned trendsetter, who will be co-sponsoring Bill Lester's truck in the NASCAR Craftsman Truck Series this season, beginning at the Florida Dodge Dealers 250 at Daytona International Speedway on February 13 (SPEED Channel, 8 p.m.)

Lester's truck will be emblazoned with the album art of Pharrell Williams' group, N.E.R.D.. An initial LidRock product, which will be distributed in March and April, will feature the band's first single off their new album "She Wants to Move" and NASCAR racing highlights. Pharrell, who has written and produced for many of the industry's platinum-selling artists including Justin Timberlake, Nelly and Britney Spears, will program the music for the additional LidRock products released during 2004. LidRock is distributed at theaters, fast-food restaurants, and other locations such as race tracks.

"The combination of music and NASCAR racing made available through LidRock in a convenient and accessible manner creates a winning formula for the sport, music industry, distribution outlet and most importantly for the fans," said Jeff Arnold, CEO of The Convex Group.

The LidRock featuring Pharrell's music and video from his highly anticipated N.E.R.D album as well as NASCAR racing highlights, NASCAR driver profiles, and LidRock sweepstakes will be available beginning during the weekend of the Golden Corral 500 at the Atlanta Motor Speedway on March 15 at theater and fast food outlets.

"The opportunity to partner with LidRock and Bill Davis puts music directly in front of the huge and growing fan base of this exciting sport at a time when the music industry must create new partnerships and look to build new distribution," said Pharrell.

Beginning in April 2004, a series of limited edition LidRocks will be distributed exclusively at select Regal Cinemas, United Artists Theatres, and Edwards Theatres across the U.S. There will be multiple LidRocks created, blending today's most popular music with the NASCAR racing experience, and ultimately introducing new urban fans to the nation's second largest sport. Additionally, these LidRock programs will offer consumer brands an ability to create 1:1 relationships with consumers. For example, 1800Cheapseats is planning to integrate their travel and entertainment services on every LidRock to encourage consumers to utilize their services contextually within the LidRock experience. Consumers will be able to conveniently book their travel plans to attend racing events and/or to the featured artist's concert all within the same interactive experience. As an added incentive, consumers that book their travel will receive a complimentary copy of the featured artist's album. .

"The LidRock program gives fans a unique way to experience NASCAR racing by combining hit music with NASCAR racing highlights and will expose our sport to a new generation of fans," said George Pyne, NASCAR's Chief Operating Officer. "The program provides a great opportunity to authentically bring NASCAR racing to African-American and Hispanic consumers, who are a rapidly-growing part of our nationwide fan base."

"We're very excited about the opportunity we have with Lid Rock, which is an incredible product that we believe can really take off and help draw new fans to NASCAR racing," Bill Davis said. "NASCAR has the most loyal fans in the world of sports, who are known to purchase products related to their favorite drivers and teams. We see this as a tremendous opportunity to build Bill Lester's fan base and to encourage new fans to sample NASCAR racing. We look forward to our relationship with Lid Rock, both on and off the track. We think it can grow beyond our wildest dreams."

"The urban community has a love for automobiles and speed, and there is a natural connection to NASCAR," said Michael Mauldin, president of Mauldin Brand Agency. "LidRock will help get the word out on the excitement and thrills of NASCAR racing."