Hype for the convention began on the BotCon website on November 27, 2007, when the entire page was replaced by a giant graphic of a mysterious trio of ominous-looking Autobots, a new logo featuring a purple BotCon logo with a matching purple Autobot symbol, and a spooky video clip featuring a backwards Transformers theme. The video clip also claimed that "this spring ... at BotCon 2008 ... everything you thought you knew ... will be ... shattered." Fans soon deduced that the convention toy set would have a "mirror universe" theme of evil Autobots.