Transforming trade show engagement with motion-powered interactives
Transformers motion-control mini game
At Brand Licensing Europe 2023, we helped bring the Transformers universe to life, sparking conversation between licensing professionals and the Hasbro team. Working alongside a leading branding agency, we created an immersive, 60-second motion-controlled mini game that challenged players to defend themselves from enemy attacks and blast as many targets as possible using a virtual laser blaster, no controller required.
This mini game was inspired by the franchise’s latest television release ‘Earthspark’, recreating the infamous G.H.O.S.T. Training Room – a familiar and beloved scene for Transformers fans.
Partners
We partnered with leading branding agency Mischievous Wolf and Hasbro to promote the launch of their latest Transformers series. Hasbro, a global toy and entertainment company, is known for creating worlds where fans can step inside the action – and our job was to make that experience unforgettable at the expo.
Cut through trade show noise
We developed an interactive, motion-sensor-powered game designed to attract attention on the tradeshow floor and keep queues buzzing with excitement. Using intuitive hand gestures, players could block incoming attacks and fire back at targets, racing to earn points before the 60-second timer ran out.
The experience was wrapped in the Transformers branding, resulting in a game that felt like a natural extension of Hasbro’s world. Zubr’s design team elevated the experience by incorporating the official Hasbro fonts and visual assets, ensuring instant recognition for fans. The result echoed the very essence of the Brand Licensing Europe event – bringing the world’s iconic brands together under one roof, to spark innovative ideas that delight fans and bring the brands we love to life.
Our aim was simple: to cut through the noise of a busy tradeshow and create a memorable, shareable brand experience that tied directly into the Transformers storyline. Rather than passively viewing trailers or static displays, players could physically step into the role of a Transformer ally, embodying the fast-paced energy and interactivity of the franchise.
Insights from the exhibition floor
AR experiences like this one have a magnetic effect at live events. At Brand Licensing Europe, the bright visuals and body-controlled gameplay naturally drew in crowds from across the show floor. Spectators could see the game in action, instantly understand the objective, and often jumped into the queue to try it themselves. Because the controls were intuitive – just wave your hands – it was accessible to all visitors. The gameplay’s short duration kept the line moving and ensured high player turnover, maximising engagement without sacrificing immersion.
Our Transformers motion-control game proved that when you combine immersive tech with a beloved franchise, you can stop even the busiest tradeshow attendee in their tracks. Players didn’t just see the new Transformers series, they lived it… if only for 60 adrenaline-fueled seconds!