0
cumulative impressions
0
stories across traditional media
0
social media impressions
Challenge
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour. A competitive car show held in Walmart parking lots in 18 key cities across the U.S., thousands of fans, young and old, flock to these events where custom hot rods have a chance to become an iconic die-cast toy car distributed internationally. The aim was to have THE retail-entertainment tour of the summer by driving event attendance, a continuous stream of conversation via traditional and social media, and memorable moments for all.
Solution
We worked alongside Mattel and others to create a 360-degree communications plan aimed at rallying Hot Wheels fans of all ages, gearheads, consumers, traditional and social media outlets. The tour launch served as our blueprint for “tentpole” moments, including special stops and/or celebrity appearances by Jay Leno, Adam Corolla and Richard Rawlings. We conducted hyperlocal outreach with traditional and social outlets in each of the markets and maintained the enthusiastic buzz for the life of the tour, including the grand finale showdown in Las Vegas.
Results
The tour drew thousands of fans and exceeded Mattel’s goal of 1 billion cumulative social and traditional media impressions. The 2019 Hot Wheels Legends Tour was a major success, establishing relevancy with fans and driving a significant increase in year-over-year-sales.
The Cadillac Live Experience
Dyslexia Canada
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
The Ad Council, dentsu International & VidMob; Creative O...
Seize the Awkward
Oreo
The Oreo Doomsday Vault
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Gillette: Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Intel
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...
Avocados From Mexico: Cook from the heart with Thalia
Cocina para el Corazón with Thalia, a first of its kind celebrity-personifying dialog system that challenges prospective users to a 30-day one-to-one cook-off.