Hot Wheels F1

The Challenge

Hot Wheels needed a street-level activation that could cut through the noise of one of the most saturated marketing weekends in North America, the Canadian Grand Prix in Montreal. The campaign needed to feel native to the F1 environment, reach the highest concentrations of passionate fans, and generate the kind of organic social content and real-world spectacle that a standard OOH buy simply can't deliver.

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The Approach

Wrapped Media deployed two fully wrapped Hot Wheels Porsche 911s across Montreal for all four days of the Canadian Grand Prix weekend, from Practice Day through Race Day. The vehicles convoyed together throughout the weekend, park-and-promoting and circulating across the city's most iconic fan corridors: Crescent Street, Peel Street, Île Notre-Dame approach roads, Old Montreal, and the Circuit Gilles Villeneuve perimeter. Sunday's Race Day sequencing was designed to capture fans at every stage of their day, from the hotel corridor in the morning through the circuit approach surge, downtown roaming during the race, and the post-race celebration loop through Crescent and Old Montreal.

The Results

The campaign ran all four days without interruption, achieving full coverage across Montreal's highest-density fan zones. Crescent Street, Peel Street, and the circuit approach roads on Race Day delivered the strongest brand-to-audience alignment, drawing the densest fan concentrations of the weekend. The Hot Wheels Porsche 911 pairing generated exceptional organic engagement, the combination of aspirational performance vehicles and bold Hot Wheels creative was a natural fit for the F1 audience, producing photo and video content that extended the campaign's reach well beyond the street.