Marketing

Hot Wheels Monster Trucks Live

ESTABLISH THE PROJECT

Mattel’s touring arena show needed fresh horsepower in secondary markets. Families loved the toys; ticket sales just weren’t revving fast enough.

KNOW THE AUDIENCE

We sat with parents who grew up on orange track loops and kids discovering Hot Wheels for the first time. Both wanted the same thing: permission to “Play Big.”

ESTABLISH THE PROJECT

Mattel’s touring arena show needed fresh horsepower in secondary markets. Families loved the toys; ticket sales just weren’t revving fast enough.

KNOW THE AUDIENCE

We sat with parents who grew up on orange track loops and kids discovering Hot Wheels for the first time. Both wanted the same thing: permission to “Play Big.”

Industry

Culture

Entertainment

Year

2024

IGNITE THE CAMPAIGN

Underdogs delivered a roaring narrative—die‑cast dreams amplified to arena scale. A cinematic trailer morphed a 1:64 car into a 10‑ton steel beast, while a Snapchat AR lens let children drop a monster truck into their driveway and share the spectacle in seconds.

ELEVATE THE EXPERIENCE

In‑arena concourses transformed into “Design‑a‑Truck” zones where sketches printed as decals for instant keepsakes. VIP pit tours filmed by influencers flooded TikTok with dirt‑spray shots and backstage crunch.

IGNITE THE CAMPAIGN

ELEVATE THE EXPERIENCE

OUTCOMES

Advance sales accelerated XX % year‑over‑year in target cities, average on‑site spend climbed X %, and the campaign captured XX K new family emails for Mattel’s Kids Club. The brand proved bigger doesn’t just mean louder—it means closer.