CAMPAIGN OF THE MONTH: Formula Hot Wheels, Mattel

Mattel's latest marketing campaign to promote the 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.

To read more about the campaign, click here.

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