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Hot Wheels Record-Breaking Stunt

A Full-Throttle Approach to Engage Boys of All Ages

Gretchen de Castellane, Creative & Community

Betsy Burkett, Digital Media & Marketing

The History

The Appeal

Objective• Activate boys of all ages to launch

the Hot Wheels brand into the cultural mainstream

Strategy• Capitalize on the 100th Anniversary

of the INDY 500 and its on-air reach to create a transmedia event

• Leverage social media to amplify engagement around the “Fearless at the 500” record-breaking stunt

The Mission

The Drivers

The Story

The Stunt

Driving Excitement

Fans Go Crazy

The Yellow Driver Revealed

Non-fan view Fan view

FACEBOOK FANS…• 12k fans within 5 minutes after the

ABC show

FACEBOOK TAB VISITS…• Over 250K visits to the Facebook tab

FACEBOOK ENGAGEMENT…• The posts on Sunday resulted in a total

of 640 comments, 1,319 “likes” and 71k active users

• Facebook fanbase doubled with a 75% participation rate

Breaking More Than Records

Fans Take Hot Wheels to the YouTube Homepage

The Industry Takes Notice

World Record = World Famous

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