Despicable Me

Client goal: Create a highly engaging multi-channel campaign to build momentum before the release of the DVD/Blu-ray for animated family film Despicable Me.

Solution: The "Minion Madness" program was an unprecedented web, mobile and social media promotion featuring a point-based rewards system, weekly sweepstakes and attention-grabbing prizes. The program rewarded users "Minion" points for entry into 15,000 weekly, monthly and grand prize giveaways. Fans earn points and prizes by participating in challenges, ranging from online games and videos to mobile activities to creating, sharing and rating personalized Despicable Me content. In addition, iPhone-equipped players could participate in a special Minion Photo Madness event, a series of nationwide Augmented Reality photographic missions.

• Universal Studios Home Entertainment Launches 'Minion Madness' to Roll Out Blu-ray™ and DVD Release of Despicable Me
• NBCU Despicable Me.pdf