Transformers coordinated releases with the stars.
Transformers (film) . The film stars Shia LaBeouf as Sam Witwicky , a teenager who gets caught up in a war between the heroic Autobots and the villainous Decepticons , two factions of alien robots who can disguise themselves by transforming into everyday machinery , primarily vehicles . Hasbro 's promotional campaign for the film included deals with various companies ; advertising included a viral marketing campaign , coordinated releases of prequel comic books , toys , and books , as well as product placement deals with companies such as GM , Burger King , and eBay .