Transformers #CrateCraft UGC Campaign
Loot Crate x Hasbro - 2017
Goal: Create an interactive fan experience tied to Transformers: The Last Knight, strengthen the licensed brand collaboration through content and community initiatives, and expand social reach while deepening fan engagement through user-generated content.
Challenges
Making a partner brand stand out in a crowded summer movie release window
Encouraging meaningful fan participation with a physical product
Balancing commercial goals with authentic community interaction
Approach
Developed a cross-functional campaign with Hasbro tied to a custom Transformers crate
Launched the #CrateCraft contest inviting fans to repurpose crate interiors featuring Optimus Prime
Used the contest as an engine for UGC, encouraging entries through social with targeted hashtag
Integrated content from Transformers artist Marcelo Matere, distributed via fan channels and owned media
Promoted the campaign across fan communities, email, and social with a call to action focused on creativity
Supported the initiative with interactive trivia and exclusive digital content to extend time-in-crate
UGC Contest Posts
Outcomes
Generated thousands of #CrateCraft impressions and a marked spike in social engagement during the campaign window
Increased follower growth and comment activity across Loot Crate’s platforms
Drove brand lift for both Loot Crate and Transformers in fan ecosystems, with content shared across Transformers fan sites and social media channels