cumulative impressions


stories across traditional media


social media impressions


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.


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.


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.