Hot Wheels is the number one toy vehicle brand distributed in the world and enjoys over 97% brand awareness among North American moms.

Mattel wanted to leverage the Hot Wheels and General Motors partnership to maximize Hot Wheels' presence at the Canadian International Auto Show (CIAS) and increase buzz for the 2013 Chevrolet Camaro Hot Wheels Special Edition production launch.

It wanted to create a meaningful way to engage with auto enthusiasts, boys ages three to eight and their parents through on-site activation and social media integration, and distribute a large number of the 2013 Hot Wheels Chevrolet Camaro Special Edition Diecasts in a socially engaging way.

Since 1968 GM has authorized Hot Wheels to make 1:64 scale replica models of their cars. For 2013, GM relaunched the Chevrolet Camaro Hot Wheels Special Edition to be available for purchase at dealerships.

At the 2013 CIAS, Hot Wheels Canada created a Twitter-activated vending machine. The Camaro-matic Trending Machine dispensed one of two 2013 Chevrolet Camaro Hot Wheels Special Edition Diecasts in exchange for a tweet, serving as a promotional tool for both the @ChevroletCanada and @HotWheelsCanada social communities, while leveraging the hashtag #ChevyCIAS as part of the entry mechanism.

At the CIAS, General Motors' existing booth space with Chevrolet was leveraged. The 2013 Chevrolet Camaro Hot Wheels Special Edition car was open and accessible to the public, it was displayed on an orange track vehicle bed with a Hot Wheels branded wall display behind it. The Camaro-matic Trending Machine was placed close to the car, topped with an illuminated rotating Hot Wheels logo.

The Camaro-matic debuted at CIAS Media Day, giving media in attendance the first chance to try out the vending machine and share the experience with the public via social and traditional media platforms. Live tweeting on-site gave @HotWheelsCanada fans an inside look at CIAS Media Day and also a preview of the Camaro-matic in action.

In an effort to promote the integration of digital, social and on-site marketing initiatives and further highlight the Chevrolet Canada and Hot Wheels partnership, trade publications were targeted for media outreach both during and after the CIAS.

The Camaro-matic was a huge success with young boys and parents. On Twitter, @HotWheelsCanada had 1,444,476 mass impressions and 5,507 total engagements. Throughout the promotion, @HotWheelsCanada tripled its followers on Twitter and reached an all-time high of 3,780 followers.

There were 5,609,162 total media impressions, 618,694 #ChevyCIAS impressions and 1,630,000 timeline deliveries for #ChevyCIAS. There was also 198,445 mass on-site impressions, 39,689 total on-site interactions and 9,400 total on-site engagements.

In all, 7,750 Hot Wheels Chevrolet Camaro Special Edition Diecasts were distributed through the Camaro-matic Trending Machine.