The Transformers brand partnered with Mashable House at South by Southwest Interactive to spread the word about the spring launch of Transformers: Earth Wars. The mobile game is a real-time strategy combat game, which fans can pre-register for now and receive a free character when the game launches. The week also marked the official launch of OptimusPrime’s Snapchat (handle: optimusprime).
Hasbro’s Transformers brought along a 10-foot-tall, fully functional Bumblebee transformer. Bumblebee was also in attendance for the Transformers Party on March 12, where attendees drank custom cocktails, such as The Marg-a-tron and Bumblee-tini and rocked out to an exclusive live performance by Mount Holly. The band performed its new title track, “Roll Out,” from the upcoming Transformers-inspired studio album Roll Out.