In Spain, branded content targeted at children is extremely limited, and needs to be very specific and factual. Therefore, we needed to create some sort of content which delivered the message that Hot Wheels can also live within the digital world while retaining a physical playing element with tangible proof, rather than by using traditional marketing communication. So we created an app which did exactly what we were promising.

In this context, Hot Wheels need to start developing digital content in a way that allows kids to interact with the phone, but without forgetting the toy itself. So we created True Speed App, an app that allows kids to scan their actual Hot Wheels cars’ speed (in kmph or mph) and see what this would be if they were real size, and also compete with friends to see who reaches the fastest speed. A way to keep Hot Wheels at the heart of the playing experience, while, still updating the brand to what children like.

Only a month after its launch, the app has engaged parents all over the world and right now it's one of the top apps in the Apple Store. Due to this positive reactions, the client is planning to update the app so it has more playable modes with all the different Hot Wheels products available worldwide.