Transformers: Age of Extinction

Objectives

Throughout the Transformers: Age of Extinction social campaign we made it a mission to stand together or face extinction. We utilized an existing fan base as well as provided new content to reach out to potential Transformer fans, creating action packed engagement for all. The Transformers: Age of Extinction campaign, collided with the world of social media by consistently bringing new and innovative ways of engaging the fans. In an effort to encourage active participation, we urged fans with several video news releases to report Transformer sightings to (855) 363-8392 and visit TransformersAreDangerous.com.

In a first of its kind Twitter execution, fans were able to use the "tap to call" feature; popularity rapidly spread generating thousands of calls from around the world. The utilization of this feature facilitated this as one of the most creative and popular uses of Twitter. To continue the dynamic engagement, we leveraged Tumblr's platform and created a page where fans submitted art for a chance to win a trip to the Transformers Premiere in New York. Fans filled the page with exceptional works of art that fully immersed them into the film with thousands of submissions. In order to further engage fans, we took to twitter to ask fans to tweet something they would want Optimus Prime to read out loud under the hashtag, #OptimusTweet. Peter Cullen, the voice of Optimus Prime, read 30 tweets, which were uploaded via Soundcloud and became widely popular among fans.

The campaign concluded with an Uber partnership that allowed fans to roll out with Optimus Prime in disguise. Prime offered 15-minute rides to lucky fans in Los Angeles, Phoenix, and Dallas 7 days before Opening Week. This created buzz across all social platforms by encouraging photo sharing among fans and city patrons detailing their reactions as Optimus roamed the streets. This huge spike in social conversation flooded the channels with images which helped us craft sharable photo albums reaching hundreds of thousands of people. The combination of interactions between the fans and film created an energetic and engaging community that helped keep the franchise the buzzworth and led to one of the biggest box office opening weekends of the year with over $100 million and a worldwide gross of $1 BILLION dollars.