To celebrate the launch of the new TRANSFORMERS PRIME BEAST HUNTERS, which feature in the third and concluding season of the Emmy Award-winning animated series TRANSFORMERS PRIME.

To promote to 3 million people the Transformers Prime Beast Hunters through active experience and engagement. Bring the characters to life to entertain and educate families and children about the world of Transformers. Integrate with social media and promote the Transformers App and movie.

A unique transformers 'OPTIMUS PRIME' branded truck with built-in event display stands. The truck offered immersive activity within the trailer -interactive laser gaming with proof of purchase entered allowed the public to enter a £250 prize-draw. Photo opportunities with well-known Transformers characters, the opportunity to trial new Transformers App on built in I-pads. From June to September the OPTIMUS PRIME truck embarked on a UK tour attending six well-known shows across the UK.

Attending the shows gave the Transformers brand massive exposure; the public loved the whole experience. The highlight of the tour was the Bournemouth Airshow which attracted 1m visitors to the truck over 4 days and 1,460 people had their photo taken with OPTIMUS PRIME.

The Transformers tour was all about engagement and interactivity, two things that made the campaign extremely attractive. There were some complaints from parents as to why the truck did not come closer to schools and why were they out of school hours? It was therefore recommend that for the next campaign we take the experiential activity to shopping centre car parks outside school hours.