YouTube Annotations. Last year I said agencies & brands would really take advantage of them in 2010 and Mattel is the first big brand to utilise YouTube’s annotations technology in a major digital campaign this year. And this from Mattel hasn’t disappointed.
It’s the Hot Wheels Custom Motors Cup Challenge Campaign and it allows you to become the pit crew chief and race your car across 3 tracks to victory if you can customise your car with the right gear for the right track. It’s a pretty cool digital experience, and would be even better for kids, who I could see playing it again and again.
Although I would love to have seen a little more depth in the game (then again, it all comes down to budget!), this is a great example of digital brand engagement and with over 200,000 games played in the first few weeks since launch, it’s ontrack to be very successful and something I’m sure, will be used as a case study for other brands to follow this year.