Most dads in America grew up playing Hot Wheels. But not most moms. They felt left out, they weren’t seeing the value of Hot Wheels, and had stopped buying it for their kids. A major speed bump.

Our challenge: Give mom a reason to engage with Hot Wheels. Prove that it’s something she can bond with her kids over, and that it sparks creativity and problem-solving skills. Our budget: $5000.

Mother’s Day was coming up. Hot Wheels wasn’t really a brand that gets talked about much among millennial moms and we wanted to change that.

How do you inspire moms to see Hot Wheels as a valuable way to bond with her kids and spark problem solving and fun, all for just $5000? With a very special t-shirt.

Introducing HOT WHEELS BACK-TRACK: a range of t-shirts designed for mom to wear on Mother’s Day. Each t-shirt features a dynamic, perfectly-scaled racing track in signature Hot Wheels orange. When mom wears one of our t- shirts and takes a lie down, her kids can follow the track with their Hot Wheels cars, creating a massage-like effect.

Kids get to play with their favorite toy, mom gets a massage! Everybody wins.

We targeted millennial moms on Mother’s Day. We knew they wanted a way to bond with their kids on this very special day of the year, but we also knew that Mother’s Day can also be a lot of WORK for moms.

On a day when they should be celebrated, moms report that often they are the ones making plans and don’t get much of a break at all. We wanted to offer an easy, ingenious solution that proved that Hot Wheels is all about bonding with kids and sparking problem-solving, creativity and fun.

HOT WHEELS BACK-TRACK gave mom a fun, relaxing way to connect with her kids on this very special day of the year. Our range of BACK-TRACK t-shirts was uniquely designed for moms and kids to enjoy together, fostering bonding and fun.

Each illustrated t-shirt features a dynamic, perfectly-scaled racing track in signature Hot Wheels orange. When mom wears one of our t-shirts and takes a lie down, her kids can follow the track with their Hot Wheels cars, creating a massage-like effect.

Three days before Mother’s Day, we launched a promo video for BACK-TRACK on Hot Wheel’s social channels. The t-shirts were distributed to the lucky fans who responded the fastest. We then let all of our followers download our designs so they could make their own BACK-TRACK t-shirts at home.

With just two social media posts, we earned over 360,000 impressions and inspired moms to respond with over 6000 comments, likes and shares.