We helped Mattel turn the Hot Wheels Legends Tour into the “mustexperience” event of the year for fans and gearheads alike

Challenge

To continue to celebrate purpose and car culture in a way only the brand can, Hot Wheels announced the return of the Hot Wheels Legends Tour.

A traveling, competitive car show held in Walmart parking lots in 18 key cities across the U.S. from March through November, the tour brings Hot Wheels to life, driving thousands of fans, young and old, to the sprawling events. Gearheads across each region enter their custom-built hot rods for the chance to become an iconic 1:64 die-cast toy car distributed internationally. The 51-year-old brand sought to use the tour to drive brand relevancy and sales through event attendance, a consistent stream of national and local media coverage, and engaging moments for all.

Solution

We worked alongside Mattel, Weber Shandwick and ID Agency to create a 360-degree communications plan aimed at rallying Hot Wheels fans of all ages, gearheads, consumers, traditional and social media outlets.

The launch of the Hot Wheels Legends Tour became our blueprint for “tentpole” moments, including special stops and/or celebrity appearances by Jay Leno, Adam Corolla and Richard Rawlings. As tour began its march across the country, we shifted gears to focus on hyperlocal outreach to traditional and social media outlets, driving advance news ahead of the tour’s arrival. We identified an opportunity to also pitch the separate Hot Wheels vending truck events to media, as a way of sustaining momentum during the days between the tour itself. In the weeks and days leading up to the tour’s championship finale at the SEMA Show in Las Vegas, we identified an opportunity to take the buzz a notch higher by pitching the hometowns and regions of all 18 regional winners.

Results

From the beginning, Mattel had its sights set on generating 1 billion cumulative media impressions across the life of the tour. That mark was surpassed… and that wasn’t even the best part.

1000

Stories across traditional media outlets

1.2B+

Cumulative impressions, including 320 million social media impressions and 34,000 shares

Significant increase in year-over-year sales