I'm normally not a fan of marketing schemes like this -- but this one is easily the coolest thing I've run across in many days. Once I heard, "Chuck, this is Optimus Prime..." I didn't give a damn what they do with my information. I've already bought the DVD anyway. It's just totally worth it.
The link below takes you to the Transformers movie site where you can create a custom message to a friend or relative from Optimus Prime himself. You can select various options to personalize the message, and the final result is, well, sweet. Trust me -- check it out. You'll love it.
Create Your Message [TransformersMovie.com]