Part of the fun working here at Mediaedge:cia is that we’re not just a one trick pony running digital only clients. We’re all about integrating cross media campaigns and executing great ideas whilst embracing all the great things digital has to offer. Whether that is affiliate marketing, social media, tv, press, sponsorships, celeb endorsement or in this case building a flippin gigantic Transformer!

As part of our push to launch Paramount Pictures latest summer blockbuster, Transformers: Revenge of the Fallen, this weekend we’ve had an 18 foot tall replica of the Transformer Bumblebee installed in the Westfield shopping centre’s main atrium. You may have seen him in press coverage already, attending the première on Monday evening.

The yellow and black Chevy Camaro-turned-robot will be there from today until Sunday, surrounded by Activision gaming pods showcasing the latest Transformers XBox 360 game.

Made from steel and fibreglass, Bumblebee came in 4 pieces with a combined weight of over 2 tonnes, complete with 4 ‘handlers’. We’ve also furnished the friendly fella with his own security guard to keep those pesky mallrats off him.

A big thanks go to Kinetic for making the process run so smoothly.

If you’re out shopping over the weekend be sure to pop along a see him.

Thanks