Transformers: Rise of the Beasts X Transform-a-Snack
Background
When the word Transformers is said, you’re instantly transported to another world, let’s say cybertron (For those not as geeky as us, that’s the planet where the Transformers live). With that, it’s fair to say that the movie franchise is known and loved by millions of people across the planet. Transform-a-Snack the iconic snack that’s packed with flavour and brings out the kid in even the most hardy of us is possibly the perfect brand collaboration with the Transformers movie franchise.
Target audience
Our campaign aimed to tap into the extensive, multi-generational fandom of both Transformers and Transform-a-Snack. We focused primarily on the 18-44 age range with a slight skew towards males, yet our approach was designed to feel inclusive, resonating with families, die-hard fans, and casual moviegoers alike. By leveraging insights on where this audience spends their time online, we tailored our strategy to maximise reach and engagement across the platforms they frequent most, including Facebook, Instagram, TikTok, and YouTube.
Client Challenge
The main challenge was not only to create a seamless brand alignment but also to ensure maximum visibility and recall for both brands. Transform-a-Snack’s objectives were clear: raise awareness of this one-of-a-kind collaboration and drive engagement through a campaign that would live on well beyond a single interaction. Paramount and Transform-a-Snack wanted the audience to feel the impact of the partnership every time they encountered the campaign, driving home the message with each touchpoint.
Agency Solution, Execution & Strategy
To celebrate the synergy between Transformers and Transform-a-Snack, we developed a multi-channel campaign that combined an in-store promotion with engaging digital content. The anchor of the campaign was a shelf-popping on-pack promotion featuring a bold design, making it immediately clear that these two iconic brands had come together for something extraordinary.
Shoppers could instantly see the chance to win the ultimate grand prize: an unforgettable family trip to New York, where part of the latest movie, Transformers: Rise of the Beasts, was filmed. In addition, fans had the chance to win exclusive Transformers merchandise bundles—a collection of coveted items that money simply couldn’t buy.
Our digital strategy brought the campaign to life online, creating an engaging experience across multiple platforms. Working closely with Paramount, we incorporated stunning 3D visuals to place the Transformers characters in immersive worlds designed specifically for the campaign. These visuals were then turned into thumb-stopping content, including both video and static images, optimised for each platform.
For example, we deployed a 6-second, non-skippable YouTube ad, ensuring that every view was impactful. We storyboarded each concept, securing buy-in from both Paramount and Transform-a-Snack, and brought each asset to life in a way that captured the excitement of the film and the playfulness of the snack brand.
Results
- Impressions: 60M
- Clicks: 190K
- Engagement: 1.2M
- CPM: £1.58
