LONDON--(BUSINESS WIRE)--If you’ve always wanted to be a TRANSFORMER and fight your enemies, you’ll get your chance this summer. The TRANSFORMERS Experience Roadshow Tour kicked off in Cardiff at the weekend and will be visiting venues across the UK. The interactive experience is being delivered by i2i Marketing and creative technology agency Smart Cookie.
The campaign will promote the launch of the new Hasbro TRANSFORMER toy range, before the release of the summer blockbuster TRANSFORMERS: Age of Extinction. The tour will take fans of all ages on an exciting journey into the world of TRANSFORMERS and their new allies – the Dinobots.
The touring TRANSFORMERS juggernaut truck has been decked out as the film character Optimus Prime. The truck is packed with interactive games and videos and gives people the chance to get their hands on the new toy range.
The highlight of the experience is the bespoke “Fastest transformers” digital game designed by Smart Cookie, which uses the latest gesture control Kinect technology to allow players to “transform” into characters Optimus Prime or Grimlock. Players are then challenged to transform as many times as possible in the 30 second time limit, earning points for speed, energy and completion of their transformations.
Nick Swift, Client Services Director at i2i commented: “We’re really excited to be working with Smart Cookie on the Hasbro TRANSFORMERS brand. It’s a privilege to be able to craft a live experience with the team and Smart Cookie out of such an inherently awesome and entertaining franchise. ”
The Juggernaut Truck will be touring the UK for two months finishing at the Bournemouth Airshow on August 31st. The tour will include competitions and costume character appearances, and promises to be a must-see experience.
Smart Cookie have worked on interactive brand experiences with i2i Marketing for a number of well known brands and have gained a reputation in the UK and the US for their CGI work and experiential marketing creations.
Chris Searson Chair of Smart Cookie commented: “Having worked with i2i on previous brand roadshows, we knew this would be a great one to be involved in, and the huge queues through Cardiff city centre proved us right! It’s great to see brands like Hasbro using virtual reality to engage with their customers. Together we’ve succeeded in creating fun, memorable experiences to promote the TRANSFORMERS Franchise.”