To promote the cinematic release of Transformers Dark of the Moon, Paramount Pictures International requested an all inclusive competition package with a money-can’t-buy concept and stand-out appeal to the consumer that could be used to leverage media exposure for movie.
OUR MONEY-CAN'T-BUY SOLUTION
Our high-energy prize package took winners on an adventure of a lifetime to Los Angeles. Here, they were driven in an Autobot supercar and flew in a Decepticon style fighter jet. Winners were driven in a Chevrolet Camaro to the airstrip for their Decepticon jet flight allowing them to see California in Autobot style. A blacked out, Transformers branded military jet plane awaited them and as they drew closer the unmistakable markings of the Decepticons become visible on the side of the aircraft. Winners attended a military style briefing, dressed in a personalised flight suit and their choice of an Autobot or Decepticon logo. Winners were taken on a high-adrenaline flight, soaring way above the oceans and dipping low into canyons. Each flight was captured by an Emmy nominated film crew and edited into a personal DVD to take home.