Mattel | Hot Wheels Testing Centre | Westfield

- Experiential Marketing
Westfield London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To cement Hot Wheels' position as the number 1-selling toy in the world, we were tasked with creating an immersive Hot Wheels experience. The focus was on brand awareness and creating brand buzz, particularly around the Challenge Accepted campaign, with a drive to sales as the secondary goal.

Solution.

Backlash created an immersive ‘Testing Centre’ experience that would allow visitors to test and play with the different Hot Wheels tracks and playsets, giving their stamp of approval and earning rewards in the process.

This 5-day activation was located in the North Atrium of Westfield, White City. The 9x9m floor plan was the base of the Testing Centre, where visitors would enter as employees and be given the vital role of testing the tracks and playsets. While wearing a HW branded high vis jacket, participants were required to visit all five zones (Each of which linked to a different Hot Wheels segment) and complete the challenge to earn a stamp.

After all stamps are collected, their shift comes to an end, but not before they are awarded a Employee of the Day and given a certificate for their hard work. Lastly, they also have the opportunity to trade their test sheet for a chance at the lucky dip. Where everyone goes home a winner!

The experience had plenty of photo ops throughout, starting with a new employee backdrop and finishing with an Employee of the Day moment where proud parents could photograph their child’s first day of work.