Hot Wheels: Dark Side


What would happen if two of the most iconic boys brands joined forces for an out of this galaxy collaboration? Our team in conjunction with Hot Wheels developed the #DarthCar. Windowseat concepted and shot an anthemic-like, automotive launch commercial worthy of the Sith Lord.  The piece was unleashed to Comic Con fans and automotive enthusiasts right before the event in San Diego as part of a broad PR and digital strategy and broadcasted online through Hot Wheels official YouTube channel. The results were staggering: over 500K views in less than 3 days, and millions of earned media impressions from local news, national press, and online publications. Limited edition die cast were completely sold out from the event. The #DarthCar campaign helped propel the partnership between Mattel and Lucas Film LTD, and continues to gain earned media as the car was recently featured on Jay Leno’s Garage.