Our brand awareness campaign, "Driven To Be Legendary," aims to reignite passion for Hot Wheels among auto enthusiasts. By leveraging nostalgic storytelling, interactive experiences, and strategic influencer partnerships from world-class race car driver Toni Breidinger to the most well-known car photographer, Larry Chen and viral TikToker Forrest Jones, we seek to convert these enthusiasts into lifelong brand fans and consumers. This campaign's innovative and refreshed creative approach includes the use of lo-fi shortform video and longform storytelling creating engaging, personalized, and entertaining experiences. By tapping into these dynamic platforms, we aim to make Hot Wheels not just a toy for kids, but re-igniting the legendary brand that transcends generations. Each story will uniquely integrate and demonstrate how Hot Wheels is the ultimate way to drive automotive passion and has something for everyone who loves cars.
The Driven To Be Legendary campaign strategy is designed to engage car enthusiasts and reconnect them with the toy that sparked their love for cars. This is achieved through a mix of short-form and long-form content, as well as influencer-led advertising.
Short-Form Content
The short-form content strategy includes three main streams:
Garagetok: This stream focuses on speaking authentically and passionately about cars.
Ga$ Money: This stream showcases the coolest executions that Hot Wheels has done.
Tre(N)ds: This stream taps into conversations and trends on platforms like TikTok and META.
Hundreds of videos were created to meet the audience where they are consuming car content
Long-Form Content
The long-form content strategy includes two new series:
Hot Wheels Legends: Local Icons: This series involves traveling around the U.S. to find car communities with stories to tell and an eclectic cast of characters.
How A Die-cast Is Made: This series takes viewers under the hood of Hot Wheels HQ to bring to life Larry Chen’s legendary Supra
Influencer-Led Advertising
The advertising strategy consists of influencer-led content from amazing car personalities from around the world. This includes motorsport drivers like Toni Breidinger, Ryan Tuerck, and Sophia Floresch, as well as world-renowned influencers like Forrest Jones, Juca Viapri, and Larry Chen. Snackable pieces of interviews were made into quick hits on what makes Hot Wheels legendary
This multi-faceted approach ensures that the campaign reaches a wide audience and effectively communicates the passion and excitement of car culture through the lens of Hot Wheels.
Campaign Impact
The campaign spurred Hot Wheels to launch two new content channels across both TikTok and YouTube channels. The content has garnered over 208 million overall views and 550,000 combined new followers, surpassing all projected launch-year targets. The campaign successfully maximized reach across TikTok and YouTube, surpassing launch view goals by 88%
This multi-faceted approach ensures that the campaign reaches a wide audience and effectively communicates the passion and excitement of car culture through the lens of Hot Wheels, unlocking exponential opportunity to get adult consumers to convert into collectors in the toy space.
Bridging automotive passion with Hot Wheels
