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cumulative impressions

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stories across traditional media

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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.

Mitchell

Mitchell (Mitchell Communications Group) is an award-winning strategic communications firm, working on a national and global scale with some of the world’s largest companies and best-known brands. Our capabilities include communications and marketing services that span traditional, digital and social channels. Mitchell is a part of dentsu, whose best-in-class agencies provide marketing and communications solutions through collaboration, innovation and entrepreneurism.

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