Hot Wheels Racing
- Brand
- Hot Wheels
- Year
- 2022
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- 36X Game Studio
Objective
Vitarella wanted its first-ever licensed line — instant lámen co-branded with Mattel's Barbie and Hot Wheels — to stand out in a category that marketing manager Bruna Bertan said was already growing fast across Brazil's Northeast. The pack needed to give kids a reason to stick with the brand after the noodles were gone, not just a flavor tie-in with a character's name on it.
Solution
The player scans the QR code printed on a pack of Vitarella Hot Wheels lámen and the race loads straight in the phone's browser, no download. First they pick a car, Shark Bite or Night Shifter, then the track starts scrolling and they steer to dodge oncoming obstacles while grabbing Vitarella noodle packs that pop up along the way, each one worth 100 points. Everything is sized for a quick play: simple controls, short screens, one race fits inside a single snack break. A companion pack of the Barbie flavor unlocks its own Barbie Fashion Vitarella game, so collecting the two flavors means collecting the two games.
- 1
The game is unlocked by scanning a QR code printed on a pack of Vitarella instant noodles in Hot Wheels packaging, opening directly in the phone's browser with no app to download or install.
- 2
On the start screen, the player picks which Hot Wheels car to drive, choosing between the Shark Bite and the Night Shifter.
- 3
Before the race, the player can customize the chosen car.
- 4
The core loop is an endless-style race: the car runs down a track while the player steers to dodge obstacles and collects Vitarella noodle packs scattered along the way, each worth 100 points toward the run's score.
- 5
The game is one half of a paired release: the Barbie-flavored pack leads to a companion browser game, Barbie Fashion Vitarella, where players dress Barbie Malibu or Barbie Brooklyn, so collecting both noodle flavors unlocks both games.
