TRANSFORMERS Experience Tour Rolls Out

Posted on 17 June 2014 by Nick Swift in INDUSTRY NEWS, i2i NEWS. 0 comments


"i2i, roll out!"

To promote the launch of the new line of TRANSFORMERS toys from Hasbro, Optimus Prime will be taking a break from fighting the evil Decepticons and hitting the road for an interactive summer campaign.

The TRANSFORMERS Experience roadshow tour will be stopping at festival events and city centres across the UK. It’s an exciting summer for Hasbro’s iconic toy line, with the release of Michael Bay’s “TRANSFORMERS: AGE OF EXTINCTION” from Paramount Pictures promising to be one of the summer’s most explosive blockbusters.  Ahead of the film’s release on 5th July 2014, the campaign will take children and adults alike on an exciting journey into the world of TRANSFORMERS and their new allies – the ferocious Dinobots!

Developed by experiential marketing agency i2i Marketing, the campaign will let consumers gets hands-on with Hasbro’s dynamic new “One-Step and Flip & Change” toys in a fully-branded seven metre trailer, packed full of interactive technology and awesome TRANSFORMERS games.  The highlight of the experience will be a bespoke “Fastest TRANSFORMERS” digital experience – utilising the latest Kinect technology, visitors will be able to become noble Autobot Optimus Prime or savage Dinobot Grimlock, and take 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, not to mention an original Peterbuilt 360 Optimus Prime truck, and promises to be a must-visit experience for TRANSFORMERS fans.

“We’re thrilled to be working with Hasbro and the TRANSFORMERS brand at such an exciting and high-profile time for the brand,” commented Nick Swift, Client Services Director at i2i, “It’s a privilege to be able to craft a live experience out of such an inherently awesome and entertaining franchise. We’re looking forward to rolling out!”

Louisa Nigro, Hasbro Brand Manager said, “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!”

The TRANSFORMERS Experience Tour Schedule

21-22 June:   Cardiff city centre
26-27 July:   Sunderland International Airshow
1-3 August:   White Rose Centre, Leeds
7-10 August:   Bristol International Balloon Fiesta
14-17 August:   Eastbourne Airshow
28-31 August:   Bournemouth  Air Festival




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