Hot Wheels Champion Experience™
Two interactive, place-based AR zones that put visitors inside the Hot Wheels universe
Challenge
Create an interactive entertainment playground that transports visitors into the Hot Wheels world—intuitive for all ages and built to work smoothly in a busy, public environment.
Idea
Make the visitor the hero of the moment: not watching Hot Wheels, but being in it. We built two distinct AR stations designed around physical presence, simple activation, and immediate visual payoff—so the experience explains itself in seconds.
Solution
Working with Creative Labs on the Hot Wheels Champion Experience™, T-NUA delivered two interactive AR zones:
1) My Virtual Hot Wheels Drive
Visitors sit in a Hot Wheels car seat and see themselves on-screen inside a virtual, Hot Wheels car—racing through the iconic streets of Hot Wheels City. The blend of physical interaction and AR creates a personalized, high-energy ride.
2) Hot Wheels Speed Club
A place-based AR photo experience: visitors stand on a marked spot, activate their bracelets, and a digital Hot Wheels car enters the scene. The system captures a photo of them posed next to a virtual garage door—turning the station into a shareable "I was there" moment.
Result
Two crowd-friendly AR activations that feel natural, fast to understand, and emotionally sticky—mixing physical presence with digital spectacle to create memorable, shareable brand moments for fans of all ages.
Physical + Digital
Seamless blend of real and virtual interaction
Instant Engagement
Experiences that explain themselves in seconds
Shareable Moments
Social-first design for brand amplification
