How NBC Universal Drove Sales with "Despicable" Tactics
Awarding prizes for viewer's evil genius
Goal: Raise awareness for the DVD release of Despicable Me, an animated comedy blockbuster, and create an interactive marketing campaign to drive DVD and Blu-Ray sales.
Solution: Drive social buzz and build sales momentum with “Minion Madness”, a social marketing program where users build “armies” and win prizes, on Bunchball’s Nitro gamification platform.
Step #1: Encourage users to participate in creative online and offline challenges—from creating and sharing artwork, photos, writing and media; playing games, and watching clips.
Step #2: Add “Minions” to users’ armies each time they participate.
Step #3: Reward prizes to players with the most Minions, including gift cards, VIP trips to New York and Los Angeles, and lifetime passes to Universal Studios.
Benefits: Captured loyal fans, reached thousands of new buyers, and catapulted Despicable Me to the top 10 of annual DVD sales.