Universal Studios took to the streets to promote their newest attraction: Transformers the Ride – 3D. Explore this case study in detail
Based on the massively popular movie franchise, the new ride is a thrilling, immersive experience that combines high-definition 3D media and advanced flight simulation technology. Universal matched the sophistication of the ride with a wide variety of outdoor advertising displays.
By pairing different types of media with extremely dramatic creative, Universal wanted to ensure an outdoor campaign just as exciting as the new ride.
In an effort to generate buzz and attendance, Universal executed an all-out market blitz to promote the new ride with outdoor media that included bus shelters, odd-sized bulletins, bulletins with extensions, and one special build-out that included electroluminescent technology that lights up at night.
The opening of the ride was an immediate success, with record attendance over the Memorial Day weekend. A 15% rise in attendance the year the ride opened was attributed to the ride’s opening.