THE HOT WHEELS THRILL MACHINE
Mattel India sets a Guinness World record for the tallest toy vending machine in the world, at over 25 feet. The record was set on 4 Dec, 2013, in partnership with Ogilvy India and Oberoi Mall, accompanied by massive PR and media coverage across television, radio, print, outdoor and digital media.
I was part of the core 3-member Hot Wheels brand team that organized and executed the event, in collaboration with creative and event agencies, PR, media and venue partners, in-house designers and business units.
The event led to a 555% increase in average sales of the Hot Wheel basic car, with the 360-degree marketing campaign reaching an audience of 2 million+.
*Click on an image below.