$1.104 Billion Worldwide
Development and management of a robust international marketing campaign for Transformer’s theatrical release across key art, trailers, social, paid digital, screenings/premieres, and marketing stunts.
A tease campaign built excitement among fans in a first of its kind Twitter activation. Fans used a “tap to call” feature to report Transformer sightings, generating thousands of calls from around the world. UGC campaigns immersed fans into the film. Fans tweeted 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.
An Uber partnership allowed fans to roll out with Optimus Prime in disguise. Prime offered 15-minute rides to lucky fans in Los Angeles, Phoenix, and Dallas to drive buzz and photo sharing during premiere week.
The campaign helped fuel one of the biggest worldwide box office opening weekends of the year at over $302 million. It went on to gross $1.104 billion worldwide against a $210 million budget, making it the only film to gross over $1 billion that year.
