Rise Of The Chevy Autobots

Objective

Chevrolet partnered with Paramount, DreamWorks, and digital production companies to extend engagement with the 2007 Transformers film beyond its theatrical release. The branded game transformed viewers into active participants, driving affinity with Chevrolet vehicles by positioning them as powerful, desirable Autobot characters that audiences could customize and compete with.

Solution

Players registered and selected from seven distinct Chevy Autobot styles, each based on a real Chevrolet vehicle model with unique power levels and special moves. The game featured an upgrade system where players earned upgrade points to enhance robot abilities. Players could challenge friends to battles and participate in a community narrative where the collective player base worked together to help Bumblebee defeat Mainframe and his Decepticons. The campaign ran for three months with real-time updates and hidden internet codes to sustain engagement.

Results

Over 250,000 registered daily players with an average site engagement time of 15+ minutes. Participants competed for prizes including 30-day XM radio subscriptions, Transformers movie tickets, and all-expenses-paid trips for two to the film premiere.