Mattel Russia | Longest Hot Wheels track
Longest Hot Wheels track
The Results
- Press coverage
- 150+ pieces
- Overall campaign reach
- 42M+
- Engagement
- 100K people attended the launch event
- Sentiment
- 100% positive
The Brief
Mattel Russia’s main goal of their latest campaign was to deliver the key brand values in a creative way to their key audiences - parents and kids. To celebrate the 50th anniversary of Hot Wheels in a thrill-seeking way, Hot Wheels aimed to set a GUINNESS WORLD RECORDS title with a car from the limited anniversary collection will drive 560 meters along the Longest Hot Wheels trackin the world!
The Solution
A media campaign was built around the event, which consisted of an announcement, activation's during the event and a post-campaign in media and social networks using the GWR branding across their press and marketing materials.
Mattel Russia used various communication channels, including PR, digital and social media before, during and after the event. As a result, there were more than 150 reports in mass media and more than 1000 posts on social networks that reached 40 M of people. Also, for all the little guests of the Park Hot Wheels prepared gifts-cars from a limited collection, released in honor of the birthday of the brand.
"We are very excited that Hot Wheels sets a new world record this year. Thanks to the strong team spirit and creativity, we were able to make it happen! This event will be remembered for many years to come. It’s hard to think of a better way to celebrate the 50th anniversary of Hot Wheels!"