Mattel’s Hot Wheels teamed up with Mirrored Media to create an immersive experience at SEMA Las Vegas to reach auto enthusiasts, gearheads, kids, and everyone in between. SEMA is the fourth largest convention in the US and the world’s premier automotive specialty products event. The brand’s theme for the booth was Built Not Bought, as we aimed to stand tall among the sea of automotive brands in the massive space while generating a wealth of press opportunities. 

SEMA also served as the final stop on the worldwide Hot Wheels Legends Tour, a nationwide event series seeking a custom car worthy of being made into the next authentic Hot Wheels 1:64 die-cast toy. 

The 13,288 sq. ft. activation included:

  • Hot Wheels Garage
  • Hot Wheels Merch Van
  • Hot Wheels Stage
  • Legends & Bone Shaker Photo Ops
  • Hot Wheels Gaming Tent 
  • Auto Influencer Meet & Greets
  • 30 Hot Wheels Vehicle Displays

We were able to meet and exceed the goals set forth by Mattel and Hot Wheels for SEMA 2019. We created a cohesive space that immersed guests of all ages and interests in the Hot Wheels brand. We ensured that Hot Wheels stood tall above the footprint, kept guests engaged from one end of the booth to the other, drew thousands of guests and repeat visitors each day, celebrated the Legends Tour grand finale, generated a wealth of press opportunities, and drove home the brand messaging of “Built Not Bought.” 

Ultimately, we designed and executed a fan favorite destination for all SEMA attendees.

About SEMA

The SEMA Show takes place November 3 – November 6, 2020 at the Las Vegas Convention Center located at 3150 Paradise Road, Las Vegas, NV 89109.

The SEMA Show is the premier automotive specialty products trade event in the world segmented into 12 sections with over 2,400 exhibitors and a New Product Showcase featuring nearly 3,000 newly introduced parts, tools and components.

The SEMA Show draws the industry’s brightest minds, hottest products and over 70,000 domestic and international buyers to one place, the Las Vegas Convention Center. In addition, the SEMA Show provides attendees with educational seminars, product demonstrations, special events, networking opportunities and more.