Hot Wheels 'Legends Tour' Drives Trips to Walmart
Walmart is partnering with Mattel to host another “Hot Wheels Legends Tour,” a traveling car show in search of a custom car worthy of becoming immortalized as a Hot Wheels die-cast toy.
Presented by ExxonMobil's Mobil 1 and also sponsored by Mechanix Wear, Honda, Williamson-Dickie Manufacturing Co.'s Dickies and Microsoft Corp.'s Xbox, the retailtainment effort is coming to Walmart parking lots across the U.S. from March 13 to Oct. 19. Consumers are invited to bring their custom car for consideration. One finalist from each of the tour’s 18 stops will win a trip to the 2019 SEMA Show in Las Vegas, where the winning car will be selected.
The parking lot events will additionally include on-site experiences such as racing simulations, pit stop challenges, a kid zone, photo opportunities and a chance to check out the rest of the Hot Wheels life-size fleet. Hot Wheels also is sending a custom "vending machine + play" van doling out Hot Wheels toys and exclusive merchandise to more than 75 additional Walmart stores.
A corresponding account-specific sweepstakes awards the grand-prize winner his or her choice of a Chevrolet Camaro Hot Wheels 50th anniversary edition or an all-expenses-paid trip “of your life” to Los Angeles comprising a VIP tour of the Hot Wheels headquarters and ability to create a custom die-cast car, tickets to an NBA game, a Porsche driving experience and a shopping spree.
Consumers enter from March 13 to Nov. 22 on a promotional page operated by Grand Rapids, MN-based Arrowhead Promotion and Fulfillment Co. Entrants who submit a receipt showing a qualifying Mobil 1 purchase at Walmart can earn three total entries. All online entrants also receive a code for $5 off Mobil 1 motor oil at the retailer. Alternatively, consumers can fill out an entry form in-person at one of the tour stops.
The first-prize winner gets the prize not chosen by the grand-prize winner. Seventeen runners-up get free Mobil 1 oil changes for a year at Walmart (as a $200 credit) plus $75 toward Mechanix Wear and a full game code for Xbox Game Studios' Forza Motorsport 7.
Walmart has supported with a home page display ad that links to a promotional walmart.com showcase that lets visitors shop products from the effort’s sponsors. Hot Wheels also is heavily promoting the effort on its own website and across its Facebook, Twitter and Instagram accounts.
A similar, inaugural effort last year celebrated Hot Wheels' 50th anniversary, boasting more than 65,000 attendees and 3,600 car entries. Supporting P-O-P materials included dedicated gondolas, table displays and dump bins outfitted with 50th anniversary signage
“It was invigorating to see fans and families showcase and celebrate car culture in a way only the Hot Wheels brand can and now we’re ready to take year two to the next level by expanding the tour with new partners and stops,” said Chris Down, global head of Hot Wheels, in a media release.
In previous years, Mobil 1 also dangled its own account-specific purchase incentives at Walmart throughout road trip season.
NOTE: Path to Purchase Institute members can view more related images and dive deeper into Walmart's retailtainment strategy at p2pi.org.