Team Hot Wheels to attempt 2nd world record on Saturday as award-winning campaign continues
This Saturday, June 30, live at the X Games, drivers from Team Hot Wheels will attempt to break their second World Record in a year – this time for racing two vehicles through a six-story double vertical loop, a life-sized version of a real Hot Wheels toy.
People will be able to see the stunt as part of a special ESPN package of the X Games telecast.
Two drivers will enter a 60-foot tall loop and hit seven times normal gravity as they drive through the loop.
The activation is just one part of a global marketing campaign led by Aussie expats Damien Eley and Scott Harris, 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 becomes real – live as part of the X Games programme.”
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This is fucking cool.