Silicon Labs approached mixtape marketing for help with a comprehensive campaign to launch a series of new maker-friendly IoT sensor devices and get them into the hands of industry leaders. Influencers were sent a pinewood derby car kit complete with the Thunderboard sensor chip, instructions for cloud-enabled data tracking (custom smartphone app), decal sheets, and a challenge to trick out their cars and race them at an event dubbed “Days of Thunderboard” in downtown Austin. Additionally, mixtape built a custom microsite to track and publish sensor readings in real time from around the world.

This project sparked a long-term collaborative relationship with Silicon Labs.