Viral Update: 'Real Steel' WRB Trading Cards Being Handed Out at E3

June 9, 2011

World Robot Boxing

I've been receiving a couple emails from readers out at E3 this week saying they've been picking up trading cards from girls handing them out in WRB shirts. If you remember, WRB stands for World Robot Boxing, and it's part of the on-going viral for DreamWorks' Real Steel. Earlier this year during PAX East, another gaming convention, controller cards were given out that lead to a viral website. And apparently these new trading cards for the robot boxing movie also link to a new viral site located at called Design For Chaos where you can customize/create your own robot fighter - it's pretty cool. Photos below.

I asked them to send as many photos of the cards and hand outs at E3 as possible, so here is what I was emailed. It seems as if the trading card packs include five cards for different robot fighters, which is pretty nifty to see floating out there in the real-world. The fifth card, however, has the quote "Punching a Path to the Future" and a link to the build-your-own website from above. Go there if you want your own robot.

E3 PhotosE3 Photos

WRB Workshop

E3 PhotosE3 Photos

WRB Workshop

The last we heard about the Real Steel viral, the WRB website just seemed to keep updating with more info. The latest full trailer for Real Steel, directed by Shawn Levy and starring Hugh Jackman, was debuted back in May and it kicks quite a bit of ass, so be sure to check that out if you haven't seen it yet. Additionally, viral updates from the website sent out copies of a badass custom poster for the robot fighter named Noisy Boy last month as well, so at least there's some sweet swag that comes with this. The release date for Real Steel isn't until October 7th, so there's still quite a while left, but it's cool to see them continue to get the WRB brand viraly into the real world. So does this mean we might see the WRB at Comic-Con next month, too?

Find more posts: Cool Stuff, Hype, Viral Marketing



Thanks Alex for posting this.  Those of us who are geographically challenged appreciate the heads up on the WRB viral

Anonymous on Jun 10, 2011



Davide Coppola on Jun 10, 2011


I received a Noisy Boy poster here in Italy

soloparolesparse on Jun 10, 2011


Simpatico 😉

Davide Coppola on Jun 10, 2011


Real Steel looks pretty sweet.

Josh Green on Jun 10, 2011


cant wait to see Real Steel Trailer

Arjun Tck on Jun 11, 2011


There are two trailers available in YouTube.  You can find them on the Real Steel Channel,  I was blown away when I first saw them.  

gmo on Jun 11, 2011


Yes, the stars and direct of Real Steel will be at the San Diego Comic Con.  It will be director Shawn Levy's first visit. Hugh and Evangeline Lily have been there before. 

gmo on Jun 11, 2011

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