CAMPAIGN OF THE MONTH: Hot Wheels, Mattel

The leading boys vehicle brand has enjoyed a strong start to 2012, delivering good growth in January and kicking off its biggest ever brand campaign.
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The How Do You Drive? campaign will aim to leverage aspirational Team Hot Wheels content to engage boys in the brand and bring to life the excitement of vehicle play across a number of platforms.

TV
Hot Wheels is launching its first ever TV brand campaign, reaching 70 per cent of all UK and ROI boys aged four to nine. The How Do You Drive? creative features a mix of live action stunts performed by Team Hot Wheels intercut with ‘at home’ recreations using Hot Wheels core die-cast cars and track sets. In addition, sports presenter Jake
Humphrey will provide the voice over for the brand ad, as well as bringing to life all product-based adverts throughout the year.

ONLINE

To keep boys engaged and part of the action, the brand has refreshed its popular Team Hot Wheels website – www.teamhotwheels.co.uk. Boys are asked to join their favourite team and can watch the latest content, play games and take on challenges with their own Hot Wheels cars. Each boy will receive a new driver starter pack with a number of Team Hot Wheels goodies.

CINEMA

In another first, Hot Wheels will partner with Odeon on a full-year campaign to bring the brand to life to over half a million kids and over six million family members.
Hot Wheels’ sponsorship of the Odeon Kids Club and Family Films will include screenings of the latest Team Hot Wheels episodes.

High impact presence in cinema foyers nationwide, online and in the Odeon Magazine will further increase the reach.

DIGITAL
Hot Wheels will also partner with leading boys gaming site Miniclip to drive awareness of Team Hot Wheels and the core vehicle range throughout the year.

The campaign will reach 450,000 boys aged six to nine each month, driving traffic to the Team Hot Wheels website.

PRINT
Another first for the brand is the launch of full-year print partnerships with two leading boys’ magazines.
Hot Wheels will have a presence in every issue of both titles, including a mix of interactive columns and advertorials, editorial, collector posters and incremental online support.

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