The Transformers Tour

Transformers Tour

How did we put the Transformers in Prime position?

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The brief was for a tour-based experiential campaign that would immerse kids and adults in the latest Transformers story.

The Challenge

Global toymaster Hasbro wanted a UK-wide campaign to promote the new Transformers film, The Last Knight, and showcase the latest merchandise, including action figures. They wanted to raise awareness of the film and introduce the new characters, leaving a lasting impression on visitors.

The Big Idea

We built a fully mobile post-apocalyptic-themed Transformers installation. We transformed two shipping containers to create the all-action set. Features included multiple play zones, an Optimus Prime truck and live-action Transformers characters.
We developed bespoke tech to teach the kids about the characters. The Cybertron Chronicles was an interactive Transformers Top Trumps game and the 360-degree Battle of Cybertron game gave kids the chance to save Sqweeks and the Autobots by defeating the Decepticons. The latter game was made available online ( to extend the experience.
The Optimus Prime, Bumblebee and Barricade live-action characters accompanied the set on its tour. Parents could take pictures of their kids with the 8ft characters. By posting their pictures on Twitter with the hashtag #transformerstourUK, kids could access and print out a special edition postcard.


Our choice of venues, including theme parks, festivals and a city centre, for the six-date UK tour helped generate excellent target-demographic footfall and opportunity to see. Kids and adults fully immersed themselves in the experience, taking part in the games and engaging with the live-action characters. Over 28,000 Transformers magazines were handed out.

The Upshot

The Tour was very well received by Hasbro and the public. The experience was a success at every venue – over 35,000 people visited the Transformers installation, with over 19,000 people playing the Transformers games. The Tour achieved incredible social media reach and significant media coverage. Overall, the Tour raised awareness, strengthened engagement and increased mindshare, in line with the client’s objectives.

To find out more about PickledEgg experiential services,

get in touch with the team on 0870 350 3450 or