Rise of the Machines

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Chevrolet - 'Rise of the Autobots'
Chevrolet - 'Rise of the Autobots'
Transformers is no doubt near and dear to 80's pop culture enthusiasts and with the new movie opening up this summer it likely will lure an audience from the next generation. As a precursor to the much-hyped, Michael Bay-directed action epic, Chevrolet is rolling out its own branded website that's part advergame, part social networking/viral experience. The Campbell-Ewald-created portal invites users to a simulated experience that lets them create their own bot spun off of several models from Chevy's automotive line, crack encrypted codes to get mechanical upgrades and perform the main objective of sending emails to friends and family to do battle. Of course, what would a movie campaign be without sweepstakes, as the "Cybertron Prize Chamber" offers tickets to the film's premiere, 30 free days of XM Online, or just tickets to the film itself. This fun, slightly complex effort gives little reason to dust off your old action figures by doing all the dirty work for you online.
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