Hot Wheels | Integrated
Now You Can Prove It
On Hot Wheels' 50th anniversary, the iconic toy brand introduced the next generation of play. With Hot Wheels id, kids can play with a car in the physical world and track its metrics in an app. So kids can finally prove who's best. We worked closely with both the marketing and product teams at Mattel, as well as their UK-based app developer.
Each car has an NFC tag that stores its data including track metrics like speed, distance, and challenges completed.
At the grand launch in LA, fans got their first chance to take Hot Wheels id for a spin.
Fans raced cars on connected smart tracks that displayed metrics on the big screen. So they could prove their skills to the crowd.
At events and contextual locations, fans could unlock limited-edition digital cars by scanning NFC-enabled posters.
At Comic-Con fans could unlock and game with a limited-edition Batmobile.
A friendly competition among five influencers led to a final showdown, The Hot Wheels iD championship, a contest of distance, speed, and skill.
Leading up to the Championship, kids could choose their favorite influencer's car in the app. Race metrics contributed to the influencer's score.
Hot Wheels id play takes place in both the physical world and the digital. But to kids, there's little boundary between the two. So rather than labeling the game activities as online or offline we gave them agnostic place names: TRACK: the connected smart track where you play with your your physical cars. GARAGE: where you store your digital cars in app. CITY: where you race your digital car in app against the computer.