HOT WHEELS – CHALLENGERS PROGRAM

Challenge

Expand brand awareness and relevancy beyond Hot Wheels’ core audience to reach older kids and tweens.

Solution

The Brand Amp developed a strategy to integrate Hot Wheels into youth action sports by teaming up with Woodward Camp, a premier youth camp with a strong emphasis on action sports. A multi-year partnership kicked off with a nine-stop, grassroots skate and BMX regional competition series, designed to provide aspiring athletes 16 years and under a forum for competition.  The Brand Amp also managed Hot Wheels’ brand integration into Woodward’s skate and BMX summer camp programs as well as an original content series centered around the brand mantra of “Challenge Accepted.” To further extend the program to kids at home, Hot Wheels signed leading action sports athletes that appealed to the target demographic to serve as brand ambassadors and star original content for the brand. The Brand Amp managed the athlete relationships along with all associated logistics surrounding curated social content for their personal channels, helping to amplify reach to Hot Wheels’ target audience.

Results

The 2018 program resulted in an estimated 17.4 million social media impressions and 357,000 engagements including video views. Series participation numbers superseded the previous year across all nine events.