The Hot Wheels campaign, using ground-breaking technology, has been live in the main atrium in Westfield London and at King’s Cross station.
Shoppers and travellers have been wowed by a Hot Wheels Christmas campaign, which uses holograms to bring the vehicles to life in a spectacular way.
Mattel’s Hot Wheels brand teamed up with Disturbed Media Group to create an on-the-ground marketing experience designed using 4K Ultra-HD 3D technology.
The campaign, which kicked off in November, is running until just before Christmas and has been live in the main atrium in Westfield London (White City) and King’s Cross station.
Leveraging 3D hologram and projection, consumers can see products, objects and animated sequences which appear to be real and completely afloat in a free space without the need for special glasses, headsets or apps. They can also interact with the holograms by performing certain actions according to the in-built audio and visual instruction.
“This technology has allowed us to bring Hot Wheels products to life in a unique way and is a first for the brand,” explained Kelly Philp, Marketing director, Mattel UK. “In these busy consumer footfall areas, we have been able to cut through and capture consumers’ attention. Hot Wheels is the perfect brand to use this holographic technology allowing us to bring the high-octane fun to life and create an experience that is both immersive and captivating to consumers.”
“In the hyper-competitive landscape of screens and messaging, brands are constantly competing for the attention of their audiences,” commented Jake H Cass, co-founder of Disturbed Media Group. “We introduced HyperGram in the UK, in the run-up to Christmas, to allow brands to break through the clutter and excite consumers in an innovative and interactive manner that encourages relevance and brand retention.”
“We believe that as technology evolves, we too need to step into the next generation of digital advertising that disrupts traditional out of home (OOH) advertising and communication. HyperGram’s 3D holographic technology opens a completely new and revolutionary way for brands to present their products and services to their consumers,” he added.
Disturbed Media Group and Ingage Media, sister technology companies based in London, introduced HyperGram in the UK for the first ever time this year. HyperGram is an on-the-ground marketing experience designed using 4K Ultra-HD 3D technology, bringing holograms to reality in a spectacular way that has never been seen before.
