The story of the fight between good and evil in the shape of the Autobots and Decepticons was now widely told and the challenge was to bring new recruits to the brand and boost sales. The brief was to engage both new and existing fans with a new communication that encouraged them to get involved with the brand. The activity would run alongside conventional ad spots featuring footage from the movie and running from June until December. Turner Media Innovations took the brand away from the traditional spot and created a game, playable via the red button and promoted via TV.
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