Description of their identity
The tribe called Hot Wheels Teens comprises a network of teenagers (12 to 18 years old) who show an exuberant passion for motor vehicles. However, in most cases, the relationship they outline with cars and motorcycles is based on something other than reality but on medium and long-term aspirations. In other words, it is a tribe that does not own the automobiles but admires them and presents them in their digital networks as unfulfilled desires.
It is worth saying that the central identity axis that explains the tribe derives from the masculinity projected by the social representations of sports cars, pickup trucks, and motorcycles. In other words, it is an identity attached to strength, speed, control, and independence. The desire for cars is more than a simple whim or object of passion. It is a way of belonging collectively to the figure of the rebellious, tenacious, brave, and strong man.
Topics of conversation
Car shows; car hunting for documentation; photographs with friends; toy or miniature collectors; game dynamics - children.
Gender
10% Female; 90% Male
The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.
Brands who they follow/interact with (Mexico)
Autos y Más, Forbes Mexico, Reporte Indigo, Triciclos Apache, Seminuevos.com, Kia Motors Mexico, Toyota Mexico.
Brands who they follow/interact with (Global)
Dodge, RAM, Chevrolet, Uefa Champions League, Netflix, Airbnb, Vans, Converse, Corona, Kavak, Nissan, Chevrolet, Uber, Adidas.
What hurts them or causes them conflict?
The tribe has a pain directly proportional to its desire. By constructing its identity within an object it does not own, the identity created by the automotive world crumbles by another established with everyday and nearby (non-automotive) objects and materials. The tribe purchases toy cars to maintain this symbolic relationship with automobiles.
What kind of stories do they consume?
The stories that the tribe consumes are attached to what the automotive world represents to them: speed, strength, and independence. It is not only the stories that catch their attention but also the products they consume. Regardless of the twist, the tribe looks for objects that symbolize a break from the established (spicy candy, for example) and those directly related to their automotive desire (Hot Wheels cars, Mercedes-Benz caps, etc.).
Keywords for Google Ads campaigns
"luxury cars", "luxury car brands", "sports cars", "classic sports cars", "entertainment movies".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| •Education: Undergraduate years | •Entertainment - Games: Online Games, Racing games | |
| •Hobbies and activities - Vehicles: Automobiles, Electric Vehicle, Hybrids, RVs | ||
| •Other interests: Nissan, KIA Motors, Toyota, Chevrolet, Uber, Adidas, |
What social media accounts do they follow?
What podcasts do they listen to?
Hot Wheels Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
