Hot Wheels wanted to boost sales and create a better brand awareness, appealing to a new generation of consumers. Already teamed with Toys R Us, Hot Wheels wanted to increase the number of consumers actually visiting Toys R Us, as well as encourage children to visit the brand/ store online.

The campaign objectives were to create a Hot Wheels promotion to drive footfall instore to Toys R Us and position the retailer as the destination to purchase everything Hot Wheels, drawing attention to the different special Hot Wheels instore offers in Toys R Us. Hot Wheels then wanted to feature the main prize as a TRU trolley dash.

With several objectives to meet, Hot Wheels kept the focus of the TV message simple and delivered the rest of the detail online. The focus of the spot was based around getting kids to interact with the new stunt sets and experiment with putting them into tracks online, whilst encouraging them to rush to Toys R Us. Once online the kids could see details of the products, along with the special TRU instore Hot Wheel offers, and enter the competition to win the trolley dash.

The results were incredibly strong click through rates versus site average, particularly on pre rolls, with an added value of 16.6% versus ratecard on traffic drivers. There were over 4,400 competition entries and a dwell time of over seven and a half minutes.

The Hot Wheels microsite showcased all the new Hot Wheels stunts and latest cars. Using a simple drag and drop mechanic, kids could design their very own Hot Wheels stunt track. This entered them in the prize draw to win a fast and frantic trolley dash. The site also contained full product info for cars and tracks, as well as detailing the special offers in store, and this proved to be the strength within the campaign.