Mars Chocolate North America fired up the engines earlier this year for its third annual M&M’s Most Colorful Fans of NASCAR contest. Building on Mars’ status as the official chocolate of association, the contest follows the release of M&M’s social community, which was launched in February at the official website of NASCAR.

The program, which runs through September 6, encourages fans to enter the contest and showcase their unmatched love for the sport and their favorite teams and drivers by submitting their most colorful racing-themed photos to the dedicated hub. Fans are to cast their vote to help choose weekly winners, as well as three finalists who will vie for the title of the Most Colorful Fan of NASCAR. Participants are to upload a photo that shows off their NASCAR fandom for a chance to win a $10,000 prepaid cash card and a trip to Charlotte to be featured in the NASCAR Hall of Fame® for one year.

Each week of the contest, the votes submitted on website are tabulated and the photo with the highest average rating and the minimum number of votes will be selected as that week’s winner and receive a $500 gift card. Fans also can participate in the instant-win game with 100 $50 gift-card instant-win prizes available.

As the elite of NASCAR drivers head into the Chase, the 14 weekly winners will compete head-to-head during the final round. At the end of the final round, three finalists with the most fan votes will vie for the grand prize: a trip to the NASCAR Hall of Fame Museum, $10,000, and a featured display in the NASCAR Hall of Fame for one year.

Fans also can follow alongside Right Turn Ryan, with at-track, behind-the-scene photos and videos starring fans at M&M’s Most Colorful Fans Facebook page and via Twitter—@mmscolorfulfans.