Universal Pictures Promo, Case study MINION MAYHEM by Mediacom London

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Industry Publishing, streaming & media, Records & Cinema Production
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Released February 2010

Credits & Description

Category: Best Use of Screens
Product/Service: DESPICABLE ME
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
VP International Advertising: Neil Wirasinha (Universal Pictures International)
SVP International Marketing: Andrew Brown (Universal Pictures International)
Marketing Manager: Dominique Yves (Universal Pictures International)
Media placement: Online - Takeovers, Banners, Games, Downloadable Desktop Assets, Avatar Maker - Key Kids, Family And Entertainment Destinations Including Youtube, Miniclip, Hab - March 2010
Media placement: Cinema - Trailers & In Cinema Promotions - Local Market Cinema Exhibitors - April 2010
Media placement: Mobile - Game & Assets - Mobile Assests Accessible By 1600+ Handset Types - May 2010
Media placement: Outdoor & Ambient - Digital Screens - Transport & Shopping Centre Digital Screens Ambient - In QSRs - August 2010
Media placement: TV - Sponsorship, Standard TV Spots And Competition Spots - Local Market Broadcasters Pan - Regional Nickelodeon And Cartoon Network - September 2010

Insights, Strategy & the Idea
Not only did we need to launch the new CGI film Despicable Me months after the US launch and subsequent buzz had died away, but we also had 3 massive kids’ franchises to compete with: Toy Story; Shrek & Cressida Cowell’s 8 book Dragon series (which was launched as a film last summer). We realised that if we were to compete with the hours and hours that our core target audience had already spent with these franchises then we would have to do something different from the norm, something incredible. We had to unleash our own lovable labourers, the Minions across millions of screens.

Our key insight was that each screen our family and kids audience consumed media on is different and used differently. Yet our competitors were not treating different screens differently, we created bespoke content and executions for five different screen types and unleashed Minion Mayhem.

Creative Execution
Families and Kids did not have the kind of relationship with the Minions from Despicable Me that they had with Woody, Buzz & Shrek so we decided to invade popular culture, unleashing 40 different executions across 5 different screens over a 4 month period with up-weights for key family moments.

We hi-jacked searches for Toy Story and Shrek in YouTube, eventually dismantling the YouTube homepage itself and having the Minions rebuild it. We created logo morphed i-dents for sponsorships on kids TV networks. We ran family fun day screenings and used the content from the events as spots across Nickelodeon. Bespoke talent spots ran in iCarly featuring Miranda Cosgrove (star of iCarly and Despicable Me); Digital outdoor and ambient TV screens in family restaurants; We developed mobile games and assets – including a hugely popular iPhone app & Minion Avatar maker; and of course trailers and exhibitor partnership promotions in cinemas.

Results and Effectiveness
The campaign achieved massive engagement levels delivering over 2 million YouTube trailer views, 2 million plays of the Minion Impossible game, 3 million visits to the Minion Maker avatar creator and 320k mobile game downloads.

The movie was a massive success busting box office targets in numerous territories and resulting in a phenomenal $293m International Box Office significantly up on original expectation and grossed more than Dreamworks huge family hit “How to Train a Dragon”. Despicable Me finished the year as the 8th highest worldwide grossing film in cinemas in 2010 and the highest grossing non-franchise CGI movie of 2010.