Team Hot Wheels breaks 2nd world record on Saturday as award-winning campaign continues

Team Hot Wheels drivers, Tanner Foust and Greg Tracy set a Guinness World Record racing two vehicles through a six-story double vertical loop at the 2012 X Games in Los Angeles on the weekend.

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The activation, which has had huge coverage worldwide in the last few hours – is just one part of a global marketing campaign led by Aussie expats Damien Eley and Scott Harris (below right), creative directors and founding partners of Mistress in LA.

The campaign will also consist of an episodic storyline released throughout the year via TV, digital and social media.

Says Eley and Harris: “The ‘Double Loop Dare’ features in the storyline of the episodes and at this moment in time it became real – live as part of the X Games programme.”