Scalextric was a vintage 50-years-old and wanted to celebrate the fact by re-engaging with its target audience of young boys. As part of its anniversary celebrations it wanted to do something different that would increase brand awareness and bring the racing game into the multi-media age. Scalextric teamed up with GMTV to create an integrated partnership designed to target boys. The strategy teamed TV with online in order to reach and engage with boys.
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