Hot Wheels – Dedicated To Dads Campaign

Blue Horizon Licensing has been the exclusive representative for all Mattel brands since June 2003. Managing Director Michelle Reid has been in the licensing industry for over 20 years. Blue Horizon Licensing specialises in brand licensing and marketing and assists partners in product development, promotions and advertising. The overall focus is on the growth of Mattel brands in South Africa.

Scope of work:

The PR campaign comprised digital press kits whereby Black Snow PR localised the international press material received from Mattel International and included quotes from a local clinical psychologist, Liane Lurie, to give more credibility to the campaign.

Black Snow PR drafted a comprehensive media list spanning national daily/weekly newspapers, consumer, motoring, marketing, retail trade and broadcast. The press material was designed according to the Hot Wheels CI and disseminated to media on 11 June, ten days prior to Father’s Day. A link to a fun Hot Wheels Father’s Day YouTube video was also included in the press material. Black Snow PR contracted the services of a professional media monitoring agency to track all print, broadcast and online coverage over the course of the campaign. Special Father’s Day gift packs were couriered to the top four influential male radio DJs with children namely:

• 94.7 Breakfast Express – Darren Simpson
• 94.7 Weekend Show – Alex Jay
• 5FM Fresh @5– DJ Fresh
• JacarandaFM Sunday Show – Paul Rotherham

Black Snow PR also secured Hot Wheels competitions with the following media:

• Maxim magazine online – 5 x Hot Wheels track sets
• Menstuff.co.za – 2 x Hot Wheels skateboards
• Sunday Tribune – 1 x Hot Wheels scooter

Black Snow PR conducted follow-ups with all media to ascertain interest prior to Father’s Day and secured various radio interviews where possible. Reminder emails were also sent to media once again on 18/19 June as a final push and endeavour to secure media coverage.