Campaign of the month: Mattel - ToyNews

Campaign of the month: Mattel

Mattel?s latest marketing campaign to promote the evergreen boys brand combines a TV partnership with online, print and live events...
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Formula Hot Wheels is an interactive fan club whereby members can earn points for one of four teams in the championship. Having earned points in a number of ways, from attending events to visiting the website, boys can then see their team compete in live-action races during the year on TV partner Cartoon Network. The team with the highest number of points at the start of each race will win on the day.

The campaign for Formula Hot Wheels brings together an extensive TV partnership between Mattel and Cartoon Network, print partnerships and online activity.

TV
Lynchpin of the campaign, an extensive sponsorship and broadcast programme has been developed with Cartoon Network. The campaign features a strong mix of 10, 20, 30 and 60 second spots aimed at recruitment driving, as well as pre and post race awareness. The four Formula Hot Wheels races will also be broadcast throughout the day. The races have been filmed to showcase real Hot Wheels track sets such as the new Trick Tracks Jurassic Starter Set in action, providing lots of inspiration for fans at home to create their own race-off.

Online
A new website has been designed to host the club based at formulahotwheels.co.uk. On the site, members can earn points for their team and check out how the competition is doing, as well playing games and taking part in Hot Wheels activities.

Print
Leading boys title, Toxic, is on board as print media partner for the campaign. Print activity kicked off in May with a four page launch insert including team fact cards and cut and keep activities. The title will promote recruitment throughout the year both in print and online. In addition, high profile competitions will focus attention around each of the four races taking place. Supporting print activity, a Formula Hot Wheels poster insert will drive collectability and club awareness.

Events
A Formula Hot Wheels live event will take place this month, bringing the campaign to life for over 6000 boys, each will be able to take part in activities themed around each team as well as participate in a final race-off for a coveted place on the podium.

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