If you haven’t already seen on social media, it was a MASSIVE week for the Transformers at SXSWi. The brand partnered with the Mashable House to spread the word about the Spring launch of TRANSFORMERS: EARTH WARS, a new real-time strategy combat game which fans can pre-register for now (at the hyperlink) to receive a free character when the game launches.

The week also marked the official launch of OptimusPrime’s Snapchat (handle: optimusprime)!

As part of the action, Hasbro’s Transformers brought along a 10-ft tall, fully functional Bumblebee transformer that visitors had a blast taking photos with. Bumblebee was also in attendance for the TRANFORMERS PARTY on Saturday, March 12, where attendees drank custom cocktails like The Marg-a-tron and Bumblee-tini and rocked out to an exclusive live performance by Mount Holly, who performed their new title track Roll Out from the upcoming Transformers-inspired studio album Roll Out.

If you haven’t already seen on social media, it was a MASSIVE week for the Transformers at SXSWi. The brand partnered with the Mashable House to spread the word about the Spring launch of TRANSFORMERS: EARTH WARS, a new real-time strategy combat game which fans can pre-register for now (at the hyperlink) to receive a free character when the game launches.

The week also marked the official launch of OptimusPrime’s Snapchat (handle: optimusprime)!

As part of the action, Hasbro’s Transformers brought along a 10-ft tall, fully functional Bumblebee transformer that visitors had a blast taking photos with. Bumblebee was also in attendance for the TRANFORMERS PARTY on Saturday, March 12, where attendees drank custom cocktails like The Marg-a-tron and Bumblee-tini and rocked out to an exclusive live performance by Mount Holly, who performed their new title track Roll Out from the upcoming Transformers-inspired studio album Roll Out.