Mattel
Hot Wheels id
The Evolution of Hot Wheels event introduced a completely new way to play – bringing the physical and digital worlds together in a one-of-a-kind experience. To celebrate the game-changing Hot Wheels id product, an epic, three-day launch event was held at Westfield Century City in Los Angeles, CA.
More than 13,000 attendees experienced the evolution in play, spending an average of 45 minutes engaging with the Hot Wheels id product.
The eight-hour event had multiple hands-on product touchpoints and focused on three areas of product play – the Portal Play Zone, App Play Zone and Smart Track Zone. At each zone, guests were educated on the new technology and could demo the Hot Wheels id products as they competed in digital and physical track challenges.
Every 30-minutes, guests were selected to participate in a Drag Strip Challenge on the Championship Stage for the chance to win unique swag. Influencer and YouTube star, Stephen Sharer, made an appearance and even challenged guests to compete against him on stage.
Guests were directed to nearby Apple Stores and Apple.com to purchase the new Hot Wheels id products. Over 15% of attendees returned to the event for access into the Owner’s Zone after purchasing the new product from Apple. In the exclusive Owner’s Zone, guests received one-of-a-kind premiums, access to two, epic race tracks and a personalized GIF experience to prove they are the ‘Fastest Fast’!
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