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DATE News (chronologically)
06/10/11
irl
Indy 500 stunt fires up Hot Wheels brandIndy 500 stunt fires up Hot Wheels brand  
532 million media impressions to date, over 100 million hits in the UK alone for Mattel stunt.

The Hot Wheels stunt at the recent Indy 500 has significantly boosted awareness for the brand across the globe.

Notably, some 532 million media impressions, with over 100 million hits in the UK, have been recorded to date. Coverage was secured across a full range of media including prime time TV, national print and online newspapers, lifestyle, parenting, boys' press, blogs and social media.

The stunt became the most popular entertainment video on YouTube and was the number one searched story on Google.

The stunt saw Hot Wheels break the world record for the longest ever distance jump in a four-wheeled vehicle (pictured).

"Fans witnessed not only a record breaking jump at the Indy 500, but also an incredible childhood fantasy come to life, which engaged multiple generations," said Simon Waldron, VP of marketing for Hot Wheels. "The essence of this multi-year, multi-platform campaign is all about taking the feelings you experienced when playing with Hot Wheels as a kid and bringing them to real life in full scale.

"This is just the beginning; we will continue to engage fans with jaw-dropping moments in a way that only Hot Wheels can.

"It's all about evolving Hot Wheels, both for the toys along with expanding into areas that would interest the intended target audience, like clothing, video games and online gaming."

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