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 Other Digital Media
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: Minion Maker Avatar Maker - Spil Games, You Tube Channel, Movie Microsite & IFramed Microsite - March 2010
Media placement: Minion Maker Avatar Maker 2.0 - World Cup Avatars - Microsite & PR - June 2010
Media placement: Minion Impossinle Online Game - Pil Games, You Tube Channel, Movie Microsite & IFramed Microsite - March 2010
Media placement: Zap A Minion Mobile Game & Mobile Assets - Mobile Operators, Apple Store - May 2010
Media placement: Neopets In World Hub & Games - Neopets - September 2010
Media placement: Habbo - International Pixel Effect - Habbo - September 2010
Media placement: IFramed Microsites - Nickelodeon, Cartoon Network, Miniclip & Spil Games - 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 launch 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 get kids to engage with and help us unleash our own lovable labourers the Minions.

Creative Execution
To deliver a rich user experience in the digital space, a range of assets were developed - including games, desktop assets, trailers, and Minion Avatar Maker that could be deployed internationally and locally through PR, content releases, display advertising, video search and mobile. iFramed microsites were deployed to ensure a consistent and rich user experience on all our media partners' sites.

We created a Minion Avatar Maker to allow kids to interact with the characters. It was printable so they could be shown to friends and shared, giving them great playground social currency and real attachment to the characters.

We created a mobile game and iPhone app for kids to play with on their parent’s phones.

In Habbo users could create their own Minion identities– something that had never been done internationally.

An immersive in-world destination was created in Neopets and linked to the points system encouraging play and engagement.

Results and Effectiveness
The campaign achieved mass consumer engagement 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.