Anzu was delighted to work on an in-game advertising campaign for Hot Wheels (Mattel), the world’s best-known scale-model toy car brand, with Mediabrands Slovakia and Eskimi.
The goal of the Hot Wheels campaign was to promote their Monster Trucks (Trucks Turnaj Titanov) and increase brand awareness, brand visibility, and reach during the lead-up to the festive season.
Hot Wheels knew its target audience loves playing mobile games and that toys and gaming go hand in hand, so it set out to find a partner to help them bring its ad campaign to life in the gaming world.
Anzu’s non-intrusive intrinsic in-game ad solution, which compliments play and is present in some of the globe’s most popular mobile titles, was the perfect solution to help the toy brand connect with its target audience in a natural and engaging way.
Hot Wheels easily executed the campaign via Eskimi’s self-serve platform, tapping into premium mobile titles from Anzu’s vast inventory, including Nitro Nation, Gravity Rider Zero, Tennis Clash, Dragon City, and Cooking Diary.
In-game advertising presented Hot Wheels with a compliant and ethical way of bringing its product to young audiences, meeting them where they spend most of their time — in their favorite games.
Results
"In-game ads have allowed us to bring all the advantages that come with OOH to the gaming world with the added benefit of all the reporting, targeting, and measurement features that come with digital advertising."
MAREK SOMOL
Senior Associate Digital Marketing Czech Republic & Slovakia & Hungary, Mattel EMEA