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Transformers: Rise of the Beasts is set to be one of the big summer blockbusters of 2023. Hasbro wanted a campaign to promote its new range of movie tie-in toys and engage with its core audience of children aged 6-11, uniting the franchise around the Paramount marketing for the movie release.
Objectives were reach and engagement, driving brand and awareness across all touchpoints, and integrating the movie tagline ‘Power is Primal’ to build consistency.
We devised an Entertainment Brand Marketing campaign that leveraged the movie noise and built on existing affinity with well-known characters. The core concept could be delivered across different touchpoints and international markets, with the ability for individual countries to tailor and scale it to suit.
The creative introduced a key element of the film, and featured both new and favourite characters to generate excitement around this new chapter for the franchise. The campaign will be live throughout June 2023.
The POS assets feature a QR code which, when scanned, takes the consumers to a campaign microsite. Here they can take part in a game and ‘unlock’ entry to a prize draw to win a trip to Peru. Styled to reflect the movie, the site also introduces the characters and the new range of toys.
