For Immediate Release

Courtesy: MELT PR (404-812-1957)

February 13th, 2012

ATLANTA, Ga. —– Atlanta-based integrated marketing firm MELT (Marketing Entertainment Lifestyle and Trends, was in full force this past weekend at the 2012 National Hot Rod Association (NHRA) season-opening race in Pomona, Ca.

2012 stands as the fourth year MELT has served as the activation partner for the Full Throttle title sponsorship of the NHRA, and the weekend’s action certainly didn’t disappoint the returning race fans as 15-time NHRA Funny Car Champion John Force took home victorious honors and his sixth NHRA Winternationals title.

“MELT is proud to be associated with Full Throttle and the NHRA for the fourth year”, said MELT CEO Vince Thompson. “There is no better platform to engage with fans of motorsports than the NHRA, and Full Throttle serves as the perfect title sponsor for the hardworking fans of this enduring racing brand.”

The sunshine-soaked California crowd enjoyed the races as well at Full Throttle Energy Drink sampling from the Full Throttle branded experience, which will travel all season along with the NHRA tour. The 22 race season moves to Phoenix on February 16th for its second event of the circuit.

MELT LLC is an Atlanta-based integrated marketing firm focusing on sports and entertainment, particularly in the professional, collegiate, entertainment and racing arenas. MELT is currently working on the entertainment for its 10th Final Four this year in New Orleans; its fourth season of Full Throttle NHRA Racing; KIA Automotive; State Farm; Gulf Shores/Orange Beach Tourism and many others.