Hot Wheels For Real I:
Fearless at the 500
For the global, Fearless At The 500 campaign, Hot Wheels was transformed a toy brand into an entertainment property. Mistress introduced Team Hot Wheels, an anonymous group of world-class drivers and a backstory about the Hot Wheels Test Facility. They were brought to life with a world-record vehicle jump on a life-sized Hot Wheels track at the Indy 500, a 30-minute TV show on ABC, merchandising, a web series and new toy lines for the existing base. The world-record jump has been viewed over 100 million times and the unveiling of the Yellow Driver on Facebook led to an increase of 200,000 fans.