Hot Wheels Canadian International AutoShow 2025.
Experiential Marketing
Create an experience so compelling that fans would come to the show just for Hot Wheels.
The approach focused on engaging kids, collectors, and lifelong fans while uniting everyone under one iconic Hot Wheels story.
Partnering with Walmart, the Hot Wheels Autoshow experience came to life.
Hot Wheels didn’t just show up — it defined the show.
Challenge
Make the AutoShow a Destination
After two standout years at the Canadian International AutoShow (CIAS), Hot Wheels returned with a bigger ambition: Create an experience so compelling that fans would come to the show just for Hot Wheels.
Strategy
Fuel Passion at Every Age
The brand set out to celebrate car culture across generations. The approach focused on engaging kids, collectors, and lifelong fans while uniting everyone under one iconic Hot Wheels story.
Solution
Three Ways to Experience One Legendary Brand
Partnering with Walmart, the Hot Wheels Autoshow experience came to life in three ways.
- The Kids Zone made CIAS history with the first-ever life-sized Bigfoot Monster Truck indoors. It also included hands-on play tables, celebrating Monster Trucks’ 50th anniversary.
- The Collector Zone showcased iconic vehicles, rare die-cast cars, and Hot Wheels history as well as a live designer meet-and-greet.
- The Walmart Pop-Up Store became the first AutoShow retail experience of its kind, offering exclusive merch and premium collectibles fans could take home.
The Proof
Full Throttle Results
Hot Wheels didn’t just show up — it defined the show. By blending imagination, nostalgia, and retail, the experience captured hearts of all ages and proved that passion for cars never gets old.
FIRST-EVER
MONSTER TRUCK AT CIAS
2x
WALMART POP-UP SALES VS. PROJECTIONS
DAILY
LINES BEFORE DOORS OPENED
3
CIAS ATTENDANCE RECORD DAYS
- Creative ideation, development & production
- Turnkey event & technology management
- Social media planning & execution
- Influencer marketing & execution
- Vendor & production management
- Audience engagement tactics
- In-field build logistics & management
- Staffing solutions, recruiting & training
- Measurement & analytics
- Detailed reporting
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