Problem: Chevy wanted to use the release of the first Transformers movie as a way to reaffirm it's place in popular culture.
Solution: Let people become Chevy Transformers online.
Role: Art Director / Writer / Game Designer
This is, and will always be, my favorite baby. After I presented the game to Steven Spielberg he gave me two thumbs up and said "Very cool!"
This was a social game before their were social games. Facebook was still a minor player and Myspace was king.
This was a 3 month story that put you into the role of a Chevy Transformer. The experience was a fighting game wrapped within a story that played out through blog posts from Bumblebee himself. Bumblebee was recruiting Autobots here on earth to help fight deceptions and needed your help. He would send puzzles that needed to be solved, which opened new abilities for the game. Some of the puzzles took players to Chevy.com to find codes, or to actual Print pieces in publications.
When you first joined the game you "built" a bot from one of 7 Chevy's. Your bot would have powers directly born from that vehicles features. You could then level up your bot by sparring with other players in a simple strategic game. You would select 5 moves and send a challenge to an opponent. When that person logged in they could answer the challenge by selected 5 moves for their own bot. You both would then see a replay of the fight and the outcome.
At the end we had 280,000 players signed on. One lucky fellow won a trip to the Premier of the movie and we have hundreds of thousands of visits to Chevy.com.
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