This campaign was pushed to a truly global audience, translated into multiple languages and had to make sense in many different cultures.

A simple, action-driven plot driven through Branded Entertainment meant that we could navigate different cultural foibles and the big, branded World Record stunts also drove the entertainment story through PR channels.

Hot Wheels released an Episodic story aimed at young kids in which the Head of the Hot Wheels Test Facility challenges Team Hot Wheels to a whole series of impossible tests. These stunts, being part of a rich, fantastical storyline, were real but staged and augmented with VFX.

But in certain episodes, real stunts attached to globally televised distribution channels such as X Games were woven into the storyline.

A huge, global older audience was then led to the content through these cultural activations.

- 11 episodes of global branded entertainment content unfolding via TV, online, social media and live events.

- Two world records.

- Distributed to 204 countries.

- Over 67m organic views.

- Over 3bn media impressions.

- One of YouTube's top organic viral campaigns for 2012.

- One huge brand story.

- No traditional advertising.