Case Study: How Hot Wheels Monster Trucks Live Scaled Fan Engagement Across 48 U.S. Locations

Hot Wheels Monster Trucks Live delivers high-energy, family-friendly entertainment across the U.S. With a tour schedule averaging two to three events per week, the team needed a simple, scalable way to engage fans consistently—without slowing down operations or adding friction for attendees.

During their 2024 tour, Hot Wheels Monster Trucks Live partnered with CUE to transform fan participation using PostUp, creating a repeatable engagement model that worked in every market.

Results at a glance:

• 48 locations activated nationwide
• 50,000+ total fan participants
• 4,072 fan hours of active engagement
• 37,000+ prizes awarded
• 20% post-event engagement lift

The Challenge: Consistent Engagement at Tour Scale

Unlike single-venue events, touring productions face a unique challenge: engagement must be easy to deploy, fast to execute, and consistent across dozens of cities. Hot Wheels Monster Trucks Live wanted to increase participation and social interaction while keeping the experience intuitive for families and staff alike.

They also needed a solution that could support giveaways, sponsor integrations, and post-event follow-ups—without relying on complex hardware or additional staffing.

The Strategy: One Platform, Endless Moments

The team implemented PostUp as a tour-wide engagement layer, giving fans a simple way to participate using their own phones. Rather than treating engagement as a one-off activation, PostUp became a repeatable system that worked the same way in every venue.

The strategy focused on:

• Quick fan onboarding via QR codes
• User-generated photo and video moments
• Integrated giveaways and sponsor tie-ins
• Seamless social sharing and follow-up engagement

Execution: Built for Speed, Designed for Families

At each stop on the tour:

• Fans scanned a QR code to participate instantly
• Families captured photos and videos during the event
• Content was aggregated and displayed in real time
• Prizes were awarded through PostUp activations
• Brand partners extended engagement beyond the arena

Because the experience required no app download and minimal setup, it fit naturally into the fast pace of touring operations.

Results: Engagement That Scaled Nationwide

Across 48 U.S. locations, the activation delivered:

• Over 50,000 fans actively participating
• More than 4,000 hours of combined fan engagement
• 37,000+ prizes awarded, reinforcing repeat participation
• A 20% increase in post-event engagement through social follow-ups and promotions

Brand partners including Westgate Resorts, Meijer, and Mathnasium leveraged the platform to extend fan interaction beyond the live show.

Why It Matters

This tour demonstrated that large-scale fan engagement doesn’t require complexity. By using a single, scalable platform, Hot Wheels Monster Trucks Live turned each stop into a consistent, interactive experience—while creating measurable value for sponsors and fans alike.

The result was not just more participation, but a smoother process for staff and a stronger connection with audiences nationwide.

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