Mattel's Hot Wheels brand used social media to build community and generate buzz around a record-breaking jump by a life-sized Hot Wheels car. Before the jump at the Indianapolis Motor Speedway, Mattel leveraged its connections with media outlets such as ABC, which broadcast the Indianapolis 500. It also kept some details of the stunt a mystery and used its Facebook page as its main destination for fans, say Mattel's Betsy Burkett and Gretchen de Castellane.

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