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BlogWell San Francisco Case Study: Mattel, presented by Betsy Burkett & Gretchen de Castellane
 

BlogWell San Francisco Case Study: Mattel, presented by Betsy Burkett & Gretchen de Castellane

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In their BlogWell presentation, Mattel's Director, Digital Media & Marketing, Betsy Burkett, and Senior Manager, Community & User Experience, Gretchen de Castellane, share how they are reaching and ...

In their BlogWell presentation, Mattel's Director, Digital Media & Marketing, Betsy Burkett, and Senior Manager, Community & User Experience, Gretchen de Castellane, share how they are reaching and engaging with boys of all ages via social media.

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  • Case Study: Hot Wheels “For Real” – transforming from a toy brand to a lifestyle brandThe Shift – Optimizing the media mixConnecting with our audiences - Multi-generational appealRelevance - Allow consumers to own our brandGlobal strategy - Leverage scale/resource allocations
  • A global car culture moment
  • A global car culture moment
  • A global car culture moment
  • Not just the Drivers - behind every good driver is a pit crew, Legal, PR, Media
  • A global car culture moment
  • A global car culture moment
  • On the day of, the yellow driver drops down and not only did he break the current distance jump of 301 feet, yellow driver broke the record by 31 feet. Having 1MM fans do the heavy-lifting for us.
  • Immediately after the World Record jump, the Yellow Driver “reveal” video was posted on our Facebook page to capitalize on the online buzz and searches for his identity. After the Indy 500, viewers from the “Fearless at the 500” ABC show were directed to the Facebook page and required to “Like” the page to reveal the Yellow Driver.
  • Mention active fanbasse vs. fb benchmark and feb 2010 fb launch
  • Nearly 100k users who watched the “World Record Jump” video shared it, resulting in the most viewed YouTube video worldwide on Tuesday, 5/31. That same day, the “World Record Jump” video was also featured on the YouTube Homepage as the #1 most popular video in Entertainment and the #1 “Most Popular Around the Web” in Auto & Vehicles.
  • Social Times, Inside Facebook, and Ad Age reported on the campaign effort to drive fans to Facebook and the success of the YouTube video.
  • The Yellow Driver’s World Record Jump on the Hot Wheels YouTube Channel currently has over 4.6 million views (5.7MM overall online according to Visible Measures). The Yellow Driver Reveal video has over 310k views on YouTube

BlogWell San Francisco Case Study: Mattel, presented by Betsy Burkett & Gretchen de Castellane BlogWell San Francisco Case Study: Mattel, presented by Betsy Burkett & Gretchen de Castellane Presentation Transcript

  • 1
  • Hot Wheels Record-Breaking StuntA Full-Throttle Approach to Engage Boys of All Ages
    Gretchen de Castellane, Creative & Community
    Betsy Burkett, Digital Media & Marketing
  • The History
  • The Appeal
  • The Mission
    Objective
    • Activate boys of all ages to launch the Hot Wheels brand into the cultural mainstream
    Strategy
    • Capitalize on the 100th Anniversary of the INDY 500 and its on-air reach to create a transmedia event
    • Leverage social media to amplify engagement around the “Fearless at the 500” record-breaking stunt
  • The Drivers
  • The Story
  • The Stunt
  • Driving Excitement
  • Fans Go Crazy
  • The Yellow Driver Revealed
    Fan view
    Non-fan view
  • Breaking More Than Records
    FACEBOOK FANS…
    • 12k fans within 5 minutes after the ABC show
    FACEBOOK TAB VISITS…
    • Over 250K visits to the Facebook tab
    FACEBOOK ENGAGEMENT…
    • The posts on Sunday resulted in a total of 640 comments, 1,319 “likes” and 71k active users
    • Facebook fanbasedoubled with a 75% participation rate
  • Fans Take Hot Wheels to the YouTube Homepage
  • The Industry Takes Notice
  • World Record = World Famous
  • 16