Team Hot Wheels breaks 2nd world record on Saturday as award-winning campaign continues via Australian hotshop Mistress, Los Angeles

Screen shot 2012-07-02 at 6.06.35 AM.jpgTeam Hot Wheels drivers, Tanner Foust and Greg Tracy set a Guinness World Record racing two vehicles through a six-story double vertical loop at the 2012 X Games in Los Angeles on the weekend.

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The activation, which has had huge coverage worldwide in the last few hours - including on Channel 9's TODAY Show this morning - is just one part of a global marketing campaign led by Aussie expats Damien Eley and Scott Harris (below right), creative directors and founding partners of Mistress in LA.

DamienEley&ScottHarris-close.jpgThe campaign will also consist of an episodic storyline released throughout the year via TV, digital and social media.

Says Eley and Harris: "The 'Double Loop Dare' features in the storyline of the episodes and at this moment in time it became real - live as part of the X Games programme."
The activation is just one part of a global marketing campaign led by Aussie expats Damien Eley and Scott Harris, creative directors and founding partners of Mistress in LA.

The campaign will also consist of an episodic wheels.jpgstoryline released throughout the year via TV, digital and social media.

Says Eley and Harris: "The 'Double Loop Dare' features in the storyline of the episodes and at this moment in time it becomes real - live as part of the X Games programme."

4 Comments

Sorry said:

I wonder if it will work? Oh yeah.. Fifth Gear did it 3 years ago and over 3.7m people have already watched that on YouTube: http://www.youtube.com/watch?v=wiZoVAZGgsw

Too late said:

They did a 'real' double loop on Top Gear.

http://www.youtube.com/watch?v=Yv-WKGOnGto

REV HEAD said:

'Too late 5.20pm' the Top Gear loop was 26ft. 'Sorry 5.13pm' the Fifth Gear one was 40ft high. The Hot Wheels one was 66ft.

And it had two real cars doing it at once.

Hence the world record.

Aren't records meant to be broken? Tough crowd.

Ecco said:

Sorry guys, it doesn't matter how big it was - it's just the same old 'make a small thing big' idea thats been done a 1000 times.

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