An unusual promotion planned for the Indianapolis 500 is based on the saying that the only difference between men and boys is the size of their toys.
Mattel is joining forces with an IndyCar sponsor, the Izod apparel brand owned by the Phillips-Van Heusen Corporation, for a promotion to be centered on a life-size version of the V-Drop track set, sold as part of the Mattel Hot Wheel line of die-cast toys. A member of Team Hot Wheels — a crew of stunt drivers — will try on May 29 to break the current world record for a distance jump in a four-wheeled vehicle (302 feet) by speeding in a life-sized yellow race car down a ramp that resembles the track included with the set.
And just as the V-Drop track set is meant to be hung from a child’s bedroom door, a door 10 stories high, or 100 feet tall, will be built in the infield of the Indianapolis Motor Speedway.
The promotion — formally called Izod Presents Hot Wheels Fearless at the 500 — is an example of what is known as experiential marketing, which seeks to bring brands to life in tangible ways. The goal is to discover new methods to disseminate product pitches because consumers are more able than ever to avoid traditional types of advertising.
This strategy is underlined by the unofficial theme of the promotion, “Hot Wheels for Real,” which is also the name of a sweepstakes that will give away prizes like a trip to the Indianapolis 500.
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