HOT WHEELS® Nabs Gold at PROMO! Awards

Last Thursday evening, Toronto’s Carlu Theatre buzzed with excitement for the 2011 PROMO! Awards. The 11th annual award celebration, presented by the Canadian Association of Promotional Marketing Agencies (CAPMA), honours the best from the promotional marketing industry. While many vied to snag one of 47 awards given over 17 categories, there was only one spot for gold in each. Mattel Canada and TrojanOne claimed victory in the Best Use of Mobile Marketing category for their Hot Wheels® Colour Shifters™ Road Trip campaign.

“It’s an honour to have your work recognized in front of your peers and to receive acclaim as best-in-class by the PROMO! Awards,” says Imran Choudhry, director, consumer engagement at TrojanOne. “There were many people involved in bringing this program to life, both from the agency perspective, as well as at Mattel. Our team worked hard to build a campaign that was unique and exciting, while still delivering strong measurable results.”

In June of 2010, a life-size colour shifting Hot Wheels® car transformed in front of consumer eyes on Breakfast Television when doused with water. This launched the kickoff of a 4-month-long, 16,950 km, 50-stop Hot Wheels® Colour Shifters™ Road Trip across Canada. With a strong start and finish in Toronto, the Hot Wheels® team traveled as far as Halifax and Vancouver.

Awesome Austin, Fast Phil and the local Hot Wheels® team members made a lasting impression on all the kids and parents they met along the way. They spoke with thousands of Hot Wheels® fans and each had their own story to tell. Facilitating nearly one-hundred thousand on-site engagements with the Hot Wheels® brand and garnering over 22 million media impressions, 108 stories and 11 TV segments, the road trip successfully increased purchase intent and got many consumers excited about the Hot Wheels® Colour Shifters™ product line.

The Hot Wheels® Colour Shifters™ Road Trip campaign was also supported by GCI Group for public relations, and Carat as media buyer.