If you’ve never played Xbox 360, you probably missed it.
During the final action sequence of Transformers (2007), at precisely two hours, two minutes, and 25 seconds in, gamers are treated to a recognizable image and sound: a newly purchased Xbox 360 with its accompanying audio logo.
The brief product placement lasts no longer than 1 ½ seconds, as the popular console transforms on-screen into a hostile robot, after its owner becomes entangled with evil forces, while innocently shopping the streets of Las Vegas.
“I think a lot of Xbox fans got a kick out of it,” says Eli Friedman, director of Xbox Global Brand Marketing. “When we learned Transformers was being made into a movie, we jumped at the opportunity to work with Paramount Pictures since much of our core audience also happens to be Transformers fans.”