Hot Wheels Auto Show SWARM
Wrapped Media partnered with Hot Wheels and Mercedes-Benz to wrap 5 CLA's in custom Hot Wheels wraps.
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The Challenge
Hot Wheels needed to stand out during the Canadian International AutoShow—an environment already saturated with automotive brands—while capturing attention beyond the show floor and engaging audiences across downtown Toronto.
The Approach
Wrapped Media deployed a fleet of fully wrapped vehicles operating in coordinated SWARM formations around the Metro Toronto Convention Centre and key downtown corridors. The activation focused on high-frequency visibility through convoy driving, strategic routing, and extended presence during peak event days. In-vehicle tablets reinforced messaging, while content capture and organic social sharing amplified reach beyond the streets.
The Results
The campaign deployed 5 vehicles and generated over 2.5M impressions, exceeding projections and delivering added bonus value. Vehicles executed 56 hours of SWARM activations around the AutoShow, creating a dominant visual presence. The activation also drove strong organic engagement, with crowds stopping to film, photograph, and interact with the vehicles—turning the fleet into a moving attraction throughout downtown Toronto.
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