Transformers: Rise of the Beasts Mixed Reality | 6th Hashtag Sports Awards

Transformers: Rise of the Beasts Mixed Reality

The Famous Group, Paramount

The 6th Annual Awards

Nominee ✨
  • Best Brand Experience or Activation
  • Best Use of Metaverse


The Famous Group partnered with Paramount Pictures to create and activate a first-of-its-kind mixed reality creative campaign that was broadcast live during the NCAA Men’s Final Four matchup on CBS to promote the upcoming release of the summer blockbuster Transformers: Rise of the Beasts.


How does this represent “Excellence in Engagement”?

The success of the Transformers: Rise of the Beasts Mixed Reality campaign served as a blueprint moving forward for other brands to connect with their fans and drive awareness for a product/release in new and innovative ways. The Mixed Reality activation served as a revolutionary approach to market the release of a major Hollywood motion picture in a way that had never been accomplished before. Instead of opting for traditional methods of advertising, Paramount opted for a unique way of marketing one of their biggest movies of the year on the biggest stage. The Famous Group was able to effectively market the film itself, but also keep fans engaged throughout the segment as they watched on the CBS broadcast coming back from the television time out.


The goal of the campaign was to effectively increase awareness for the film’s upcoming release in organic ways that would drive viewer attention. As a result, both The Famous Group and Paramount Pictures collaborated with CBS to display a first-of-its-kind mixed reality activation during one of the biggest sports weekends of the year. The event itself was delivered live, in real-time without any major rehearsals and required all parties to be aligned and in-sync throughout the process.

Strategy & Execution

The Famous Group’s team of producers created a Mixed Reality campaign that transported viewers at home in realtime to a 1990’s-era Brooklyn outdoor basketball court, alluding to the setting of the upcoming Transformers: Rise of the Beasts film. Working in conjunction with the production team at CBS, the NCAA Final Four television carrier, the spot premiered live coming back from the second television timeout in the first half. Prior to the activation, viewers at home received an introduction to the segment from CBS’ legendary play-by-play voice Jim Nantz on the broadcast.

Pulling off this activation at one of the biggest sports events of the year was no small accomplishment and was due in large part to the collaboration between The Famous Group’s team of producers alongside CBS’ team. Like most of The Famous Group’s Mixed Reality activations, the segment was live. As a result, there was absolutely no margin for technological error when the segment aired and The Famous Group’s producers were seamlessly able to implement the technology quickly in a new venue, NRG Stadium, under tight timelines.


  • The Famous Group
  • Paramount
  • CBS


Andrew Isaacson
The Famous Group

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Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.