Mattel is encouraging Hot Wheels fans to get collecting with the launch of its Limited Edition Black Car promotion.
The campaign invites young petrol heads to collect five Hot Wheels diecast cars from any of the four segments: City, Race, Off-road and Workshop, in order to get their hands on the special vehicle.
The promotion runs through July and will be supported with a multi-platform marketing programme, including a TV campaign, a partnership with boys’ magazine Toxic and PR programme.
All activity – including competitions and blogger outreach – will link through to the Hot Wheels website to help drive participation.
“Building on the success of last year’s Catch the Gold Car promotion, this year’s activity will allow boys to collect a really cool black car after collecting just five cars,” said Wendy Hill, director of customer marketing and brand communications.
“This is just the first major marketing initiative for the brand in 2015 with a very exciting year in store including an innovative new toy range, impressive boy and dad engaging content and even more thrilling experiences.”