For the launch of Hot Wheels ID we put together the Hot Wheels ID Grand Prix, where we invited influencers and guests to compete live in an event full of unique cars, IRL and Digitally.
The cherry on top was a series of unique NFC-coded posters that would allow fans to scan the poster directly with their mobile devices to unlock exclusive cars for digital play. This activation went beyond the event, into partner retail stores and even at ComicCon.