In pictures: Mobile Technik at Hasbro’s Transformers roadshow

Mobile Technik has provided trailers for Hasbro’s Transformers roadshow.

To promote its new range of Transformers toys and digital app, Hasbro kick-started its UK-wide experiential roadshow this weekend at Sunderland International Air Show, 24–26 July, inviting consumers to discover the new Robots in Disguise toy range as well as an exclusive look at the brand new Deployer Minicons.

The pop-up trailer, which is branded in line with the new Transformers: Robots in Disguise animation airing on Cartoon Network, also invites people inside to scan an exclusive app code and earn points to play on the new Robots in Disguise digital game.

Delivered in partnership with experiential agency i2i Marketing, the roadshow will head to Carfest North (31 July –2 August), Bristol International Balloon Fiesta (6-9 August), Birmingham Rotunda Square (14-16 August) and Carfest South (28-30 August).

i2i Marketing has continued its affiliation with Mobile Technik to provide the 7-metre trailer, which is a hub of experiential activity including toy demos, TV screens displaying the Transformers: Robots in Disguise animation and tablets to promote the new app and game.

Mobile Technik has also been commissioned with the logistical planning for the roadshow, negotiating the best and most sustainable route between locations. A Mobile Technik roadshow operator is travelling with the tour supporting the team on-site throughout the campaign.

“We were thrilled with the tremendous success of the Transformers roadshow last summer which was rolled out to promote the release of Transformers: Age of Extinction. But this year, we have concentrated on keeping the focus on the fantastic new Robots in Disguise toy range and the unique scanning app – we look forward to welcoming our audience inside,” Lucinda Taylor, account manager at i2i Marketing said.