Transformers | Roadshow

30th Anniversary celebration of iconic Transformers toys!

Type: Roadshow Client: TRANSFORMERS
The Challenge

Celebrate 30th Anniversary

Engaging brand experience to celebrate the launch of new toy line “One Step” TRANSFORMERS that changes from robot to vehicle in one fast, easy step

Hasbro’s iconic toy franchise TRANSFORMERS celebrated its 30th anniversary with the launch of a brand-new toy line and the release of the hotly anticipated movie, Transformers: Age of Extinction.

They wanted to create a brand theatre experience to showcase the simplicity of the new toy line “One step” TRANSFORMERS that change from robot to vehicle in one fast, easy step. Kids needed to get hand-on experience with the new range to understand this completely new way of play.

The Idea

Interactive Transformers Tour

Experiential roadshow, using a fully branded, seven metre trailer packed full of interactive technology and awesome TRANSFORMERS games and toys

i2i created a six-week experiential roadshow, using a fully branded, seven metre trailer packed full of interactive technology and awesome TRANSFORMERS games and toys.

The highlight of the experience was a bespoke “Fastest TRANSFORMERS” digital experience; utilising the latest Kinect technology, visitors were able to become noble Autobot Optimus Prime or savage Dinobot Grimlock and see how many times they could transform their robot against the clock.

Competitions and challenges on the tour stage kept queuing participants entertained, as well as photo opportunities with an original Peterbuilt 360 Optimus Prime truck and robot costume character.

Tour included 53 days activity at a range of festivals, events, city centres and retail visits to Toys R Us and Smyths stores


The Impact


Consumer contacts

3 Million

Opportunities to see


Store uplift
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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