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Hot Wheels For Real

Award: Graphite Pencil

Graphite Pencil / Integrated & Earned Media / Integrated / 2012

The Hot Wheels for Real campaign revolved around the mysterious Hot Wheels Test Facility, where cars and tracks are tested on a life-sized scale. Also featured was Team Hot Wheels, a real team of the world's best drivers. The campaign consisted of over 30 pieces of content. This included an online promotion, a global brand TV commercial, an integrated online media buy that teased a live event (a world-record-breaking vehicle jump) and a half-hour TV show. Exclusive content from the show and the identity of the driver were then released via a transmedia activation on Facebook.

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