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DIGITAL & IRL ACTIVATION
Bridging the Gap Between Digital and Physical Play With Hot Wheels ID
To celebrate Hot Wheels’ 50th anniversary, we were tasked with introducing the next generation of play: Hot Wheels ID, where kids could play both in the real and digital world. For the launch, we created an event where kids competed in a real-life championship. To amplify the excitement, we released a series of limited-edition digital cars, available exclusively through partnerships with iconic brands like Apple and Tesla and Comic-Con. Fans would scan RFID posters to instantly unlock these unique digital cars, blending play with digital innovation.








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