Hot Wheels Legends Tour
Project Ask
Build and execute a family friendly consumer campaign to support the 50th Anniversary of the Hot Wheels brand.
Client
Hot Wheels
Location
Worldwide Tour
Deliverables
PR & media outreach. Social & digital campaigns. Content Creation. Product integration. Event Production
Our Role
From concept to execution, The ID Agency has been the driving force behind the Hot Wheels Legends Tour for nearly a decade. Responsibilities include:
Full-scale event management – Including venue coordination, permitting, vehicle registration, and selection
Custom technology solutions – Developing a proprietary web-based car show registration platform
Judge selection – Featuring top automotive designers, influencers, and industry icons
Logistics & transportation – Managing the Hot Wheels Fleet for seamless event execution
As Mattel’s lead agency for the program, The ID Agency continues to push the boundaries of brand engagement, automotive culture, and experiential marketing—ensuring that the Hot Wheels Legends Tour remains an unstoppable global phenomenon.
The Challenge
The primary challenge was sustainability—how could the Legends Tour grow beyond a single event and become a lasting cultural movement? How could it continue to drive brand engagement, sales, and media impact year after year?
The Solution
To transform the Legends Tour into a sustained, high-impact program, Mattel partnered with Walmart as a retail anchor. The ID Agency spearheaded efforts to identify and onboard additional brand partners, securing Mobil 1 as a paid sponsor—enhancing the program’s financial sustainability and market reach.
To fuel expansion, The ID Agency collaborated closely with Hot Wheels’ U.S. and Global Marketing teams, implementing a 360-degree marketing strategy that integrated:
PR & Media Outreach – Generating billions of impressions globally
Retail Activation Strategies – Driving in-store and online sales at Walmart
Social & Digital Campaigns – Leveraging influencers and paid media
Design & Creative Content – Ensuring a visually compelling and engaging narrative
Celebrity & Influencer Engagement – Featuring car culture icons like Jay Leno, Adam Carolla, Gabriel “Fluffy” Iglesias, Snoop Dogg, and Killer Mike
Consumer Product Integration – Expanding the brand experience beyond the event
Live Event Production & Logistics – Managing seamless execution across global markets
The Results
Through The ID Agency’s leadership, the Hot Wheels Legends Tour has not only sustained but significantly grown, delivering unmatched results:
🚗 8+ million attendees worldwide
📢 10+ billion PR impressions
🌎 Expansion into 20+ countries, spanning five continents
2024 Global Finale: A Historic Milestone
In 2024, the Legends Tour achieved its biggest lift to date across key performance metrics, reinforcing its dominance in automotive and pop culture:
📈 +49% lift in Hot Wheels vehicle sales
🧸 +2,279% increase in toy sales
📢 +15% boost in PR impressions
📱 +42% rise in social media engagement
📺 +37% increase in global finale viewing impressions
👀 +45% lift in concurrent livestream views
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