Hot Wheels Canada recently installed a massive toy racetrack at the Art Gallery of Ontario (AGO) that snakes through a custom-built display in the gallery’s foyer.
Created in partnership with the brand’s agency, Trojan One, the track was made of over 1,000 pieces and stretches over more than 191 metres. According to Trojan One, it took three months to design and 15 days to install.
The exhibit coincided with the gallery’s March Break drop-in programs for students and was designed to “reflect a house,” showcasing ways that young visitors can build Hot Wheels tracks in their own homes.
Using Go Pro cameras and Livestream Broadcaster devices, the brand also took video of the toy cars as they raced through the track, adding an interactive element as the video was displayed on-site. Using Twitter-activated technology, consumers at the exhibit could also turn on a porch light on the track by tweeting with a specific hashtag.
The exhibit at the AGO served as the kick off to a five-month campaign by the Mattel-owned brand. Through the end of August, Hot Wheels is asking consumers to upload photos of tracks they build at home to its Track Builder Challenge microsite. Throughout spring and summer, it will give away a series of $100 Hot Wheels prize packs as well as a “Track Party” and one custom-built track in the main winner’s home.
Michael Ng, brand manager of Hot Wheels, said in a release that the campaign was created to inspire its customers to build creative tracks, like the ones showcased at the AGO. “2014 is all about inspiring and finding new ways to encourage kids to learn through play – and what better place to do so than at the AGO, where creativity and learning is such a primary focus,” Ng said.
Throughout the summer the brand will hold similar events at several Canadian cities. To support the contest and events, Trojan One has also crafted TV spots that will soon air on YTV via a media buy handled by Carat.