Hasbro Transforms the Cell Phone

Hasbro and Glu Mobile are transforming cell phones into vehicles to promote the upcoming Transformers film. A mobile game gives fans the chance to play as main character Optimus Prime. Other content allows fans to customize their wallpapers, screensavers and voicetones on their cell phones with sounds and images from the summer blockbuster. The game and content is now launching through North and South America, Europe and Asia, and will ultimately be available through more than 150 carriers and distribution partners in 65 countries. The game marks the first-ever mobile game based on the Hasbro brand, which has grossed more than $3.1 billion in sales since it was first introduced in 1984.

Comments

[Rebecca]

This looks like a product placement move for Hasbro. Incorporating their latest movies on cell phones in order to get more consumers interested is a good idea. Putting an interactive game on mobile phones will work because many people use their phones for other purposes than just to call people. It is a mode of entertainment in a boring situation as well. As long as the placement remains somewhat subtle, and doesn't get too out of hand with the advertising, this will benefit both Hasbro and Glu Mobile. For more information on product placement in our media, visit my blog, http://rebeccahotaling.blogspot.com.

[Nel]

It is a very intelligent marketing stratergy to market movies through cell-phones.

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[Jamari]

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[rinkyponting]

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[rubyoxy]

Anyone else want to report things that have already been published in Toyfare magazine and been public knowledge for about a month or so? Everyone else know that Ghandi was asassinated or that the sky is blue...?