• by OMMA Magazine Writers , August 22, 2011

Hot Wheels changed the perception of the brand, becoming a brand for boys, rather than a toy brand. The campaign began with teasers on Facebook, Twitter, Foursquare and a series of YouTube videos to promote a "distance jump in a four-wheeled vehicle" at the Centennial Indy 500 in 2011. The driver's identity remained a secret until after the stunt to capitalize on buzz. Hot Wheels broke the world record, and the TV special directed fans to the Facebook Tab to reveal the driver. Fans had to "like" the page to discover the driver. The campaign generated 12,000 new Facebook fans within 5 minutes, totalling 71,000 active users on that day. The jump video also went viral quickly. On May 31, it was the No. 1 most viewed video worldwide on YouTube, and has garnered more than 5.7 million views.