Hasbro takes Transformers on the road with i2i Marketing

The Transformers roadshow will feature an original Peterbuilt 360 Optimus Prime truck
The Transformers roadshow will feature an original Peterbuilt 360 Optimus Prime truck

Experiential marketing agency i2i Marketing has been tasked by Hasbro to create and co-ordinate a UK-wide roadshow to promote the brand's new line of Transformer toys.

The Transformers Experience begins this weekend (21-22 June) in Cardiff city centre, and will be stopping at festivals and other destinations throughout the summer.

This includes Sunderland International Airshow (26-27 July), White Rose Centre in Leeds (1-3 August), Bristol International Balloon Fiesta (7-10 August), Eastbourne Airshow (14-17 August) and Bournemouth Air Festival (28-31 August).

The tour will allow consumers to get hands-on with Hasbro’s One-Step and Flip & Change toys in a fully-branded seven-metre trailer, packed with interactive technology and Transformers games.

Mobile Technik is providing the branded roadshow trailer, as well as logistical support for the tour.

A bespoke ‘Fastest Transformers’ digital experience has been created as part of the activity, which uses Kinect technology. It will enable visitors to become one of two autobots, Optimus Prime or Dinobot Grimlock, and take on a challenge to see how many times they can transform their robot against the clock. 

The tour will also include competitions and costume character appearances, as well as a Peterbuilt 360 Optimus Prime truck.

Nick Swift, client services director at i2i, said: "We’re thrilled to be working with Hasbro and the Transformers brand at such an exciting and high-profile time. It’s a privilege to be able to craft a live experience out of such an inherently awesome and entertaining franchise."

Louisa Nigro, Hasbro brand manager, added: "2014 is a very exciting year for Transformers and our latest roadshow won’t disappoint as we deliver an engaging experience for fans of all ages."

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