Transformers: Rise of the Beasts
After nearly a decade of working on the Transformers franchise, Substance teamed up with Paramount Pictures to roll out an explosive integrated campaign, encompassing an insights-driven international creative, a fully-branded pre-premiere event, influencer activations and an impactful UK PR and social campaign to promote the franchise's latest movie, Transformers: Rise of the Beasts. Here's what we did...
Transformers: Rise of the Beasts | Substance Global
We focused on bringing to life the 90's era inspired action packed scenes featured in the film, showcasing the Primals up front, appreciating past Transformer properties but making it stand out on it’s own.
We created a social toolkit of international assets, focussing on the stella reviews. We also created recap videos for the London and Mexico City premieres using media line, B-roll and stills captured at the events.
All content created was packaged up and delivered to Paramount Intl to distribute to global markets with 14 different territories posting our content. This reached a potential (combined) following of 2.6M.
Action Edit
Our team were on the ground at the European premiere to create more exciting and engaging content for Paramount UK's owned channels . Our live content capture and red carpet interviews allowed fans to experience all the fun and action from the event across Facebook, Twitter, Instagram and TikTok all on the night.
We worked with strategically selected influencers with a primary UK audience, to boost the local campaign across social.
Select content creators were given talent access at the UK junket as well as invites to the premiere, encouraging them to share their red carpet moments across social channels. For platform-specific activity, we worked with TikTok influencers to spread awareness of the Optimus Prime TTS feature on TikTok and recruited 4 petfluencers to push the use of a TikTok AR lens, which transformed your pets into Autobots.
In total, across gifted and paid activations, we got 63 influencer posts (56 gifted, 7 paid) across Instagram, Twitter and TikTok from 15 influencers with a potential combined reach of 18.3M.
Our UK PR campaign focused on the incredible action and stellar cast with widespread coverage to build excitement with fans of the franchise.
We launched numerous assets which helped to secure impactful coverage placements in high traffic outlets & publications. The payoff trailer ran on over 30+ unique outlets to a combined approx audience of over 215m+.
Gift mailers containing Transformers shaped cookies which were sent to high profile attendees resulted in social posts from journalists at publications like The Independent, BBC Radio 1, It’s Gone Viral, The Future Of the Force, Any Good Films, Get Your Comic On, Entertainment Focus and The Hollywood News.
Media outlets across multiple genres and audiences were approved access to the UK press junket including Cosmopolitan UK, Insider, It’s Gone Viral, Radio Times, The Hook, Zavvi, VT, That Grape Juice, Seasoned BuzzFeed, The Digital Fix, NME, Total Film, The Gamer and more across print and broadcast media.
We hosted an intimate dinner in Inamo Covent Garden in London to welcome global influencers for the film's premiere, turning the venue into an atmospheric, colour filled destination.
There were many details to capture, from two large-scale hero photo ops to bespoke cocktail menus with names inspired by the film. We also provided end-to-end planning and on the day management, arranging hotel pick ups and ensuring exclusive service. Guests shared their experience to their fans by sharing the aesthetic set up and exciting branded moments through pieces of social content, reaching an audience of 1.5 million.
Transformers: ROTB Influencer Dinner
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