With more than four billion model cars sold since 1968, Hot Wheels is one of the world’s most enduring motor vehicle manufacturers. Starting with a range of just 16 cars, the Mattel Hot Wheels brand now boasts a an awesome range of over 1000 models, with an estimated 41 million adults loving and ‘driving’ Hot Wheels all over the world. In 2011, consumer public relations agency Pulse Communications, has been tasked with reigniting the passion and creating great experiences for ‘vehicle loving boys of all ages’.
To kick the year off, in January and February 2011 Hot Wheels™ gave motorists in the key markets of Sydney and Melbourne, a blast from the past, transforming Shell service stations into fully serviced pit stops and offering fuel at the price it was in 1968, an amazing, 10c/L, the year the toy brand began manufacturing. The Fuel Your Passion public relations campaign aimed to draw on the spirit of 1968, by offering Aussies the chance to remember the ‘good old days’ when fuel was cheap and many of today’s classic cars were born.
The events held between 12-2pm at key Coles Express service stations attracted over 1200 customers and generated news coverage reaching 13,897,428 eyeballs nationwide.
To maintain this momentum, Hot Wheels introduced 3D projection to Australia for the first time when the dynamic speed racing battle lit up Sydney’s Customs House on the evening of March 10. Brought to life by international digital production agency Muse, the projection featured footage of the world’s fastest toy vehicles, shattering the building’s facade and racing into a fantasy world. Hot Wheels® fans, young and old, gathered to watch the debut live on March 10 as the iconic Twin Mill crossed the finish line and Sydney’s most historic buildings was left in a virtual pile of rubble. Since then, almost 200,000 Aussies have clicked through to get in on the action. Check it out below!
And some fun fast facts about Hot Wheels:
- The highest price ever paid for a single Hot Wheels car is approximately $72,000, for a pink 1969 1:64-scale Volkswagen Beach Bomb, in 2000
- Placed front-to-rear, all Hot Wheels vehicles produced in the last 40 years would circle the Earth more than four times
- Some of the largest Hot Wheels collections are valued at more than $1,000,000
- To commemorate Hot Wheels 40th anniversary and the production of the four billionth Hot Wheels car, celebrity jeweller Jason of Beverly Hills created a one-of-a-kind, 1:64-scale jewel-encrusted Hot Wheels valued at $140,000