The creative needed to live up to the expectations of a decades-deep fan community, and it needed to be BIG.

The fan community was embraced through online interaction with the film’s creators.The BIG part was handled by a movie with giant robots coming to Earth to battle for our resources.But the real test was whether the trailer led to early demand for Transformers toys. (After all, Hasbro doesn’t sell movies Hasbro sells toys.)

Spending $0, Transformers achieved the following before worldwide film release:Online trailer: 1MM uniques within 24 hours, 5.8MM in 48 hoursBest ever Yahoo trailer: 9MM+"200MM impressions through eBay partnership"150MM+ TV impressions through GM partnership"150MM impressions for theatrical/TV trailerRecord pre-ordersHasbro revenues/earnings projected to rise 15%