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Celeb News: "Minions" everywhere!: Biggest Promo In Universal’s History
Member Since: 10/7/2010
Posts: 17,418
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"Minions" everywhere!: Biggest Promo In Universal’s History
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Illumination Entertainment’s Minions debuts this weekend with an armful of promotional partners on board helping to launch Universal’s latest installment of its animated franchise. At the center of this whirlwind is McDonald’s Corp. which is doing both an adult and kids promotion (complete with Happy Meals) in its restaurants. That alone is a coup. It’s global. And there’s media. And it’s a two-tiered adult and kids campaign, which is very unusual for the fast-food giant to do on a film.
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Universal said the studio’s promotional campaign is the largest and most comprehensive in its history, and it certainly seems that way. Minions opens in North America in 4,301 theaters Friday, with a 6 PM preview on Thursday night. It has already bowed internationally ahead of the domestic bow with $141.5M in 26 markets and was No. 1 in 25 of those.
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“ The minions have permeated pop culture so it has such a broad appeal from ages 3 to 84. We started hearing from brands (around the world), so it was a very coordinated global effort; we worked with all the local offices around the globe,” said David O’Connor Universal’s executive VP of global brand marketing and partnerships.
The studio has also spent an enormous amount on outdoor in L.A. alone for this film. As I mentioned in the box office preview here — at least in Los Angeles — you cannot escape the minion invasion. Up and down La Brea Ave., which logs (according to L.A. traffic studies that were presented to me just a few years ago) more than 8,000 trips a day, Minions ads have taken over. There are numerous outdoor boards and 60 different pieces of ‘history’s greatest art masterpieces’ wall art where the minions appear as the subjects in famous paintings like the Mona Lisa. On the city’s famed Sunset Blvd., the Cinerama Dome was taken over by minions Kevin, Stuart and Bob climbing over the yellow sphere to grab a banana on the marquee. I’ve even seen a Minions bus, covered from front to back as its transit campaign is also in full swing.
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That kind of unique outdoor advertising has also taken hold in other big markets in the U.S. zand around the world — New York, Mexico, Australia, France and the U.K., for example.
Another promotional partner is online retailer Amazon which entered into a first-ever campaign for the company. It’s using yellow Minions boxes for delivering goods, and started that two months before the film’s release with certain products.
Meanwhile, on eye-it/buy it shelf space in grocery stores is a Minions with Hostess. Yes, Twinkies. Same with Mott’s. Also, there are Minions stickers on more than 500 million Chiquita bananas (globally), and custom media campaigns with General Mills — which was a promotional partner on Despicable Me 2 in 2013 as well. twinkee minionsThis year there are six toys inside boxes instead of the eight that they did for DM2. Those toys are in boxes of Honey Nut Cheerios, Banana Nut Cheerios, Cinnamon Toast, Crunch, Reese’s Puffs, Trix and Golden Grahams — Michelle Obama would have a fit with the amount of sugar the Minions are promoting to kids. But, hey, they got a customized TV spot from General Mills.
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Minions marketing really began with a teaser trailer around the 2014 last quarter holidays and was followed by a specially made spot in this year’s Super Bowl XLIX. That was broadcast to more than 115 million viewers. A custom spot then was created with Minion Bob playing basketball with The Golden State Warriors’ Steph Curry and Klay Thompson that aired more than 100 times on ESPN, beginning with the Warriors’ appearance in the NBA Finals.
There was also a Minions “takeover” of the No. 1 Spanish-language morning show, Despierta America on Univision which, according to the studio, included 22 different segments totaling almost three hours of programming and a social reach of more than 14 million followers.
Yep, there is no escaping the saturation of minion products: band-aids, backpacks, thumb drives, wrapping paper, pencil sets, key chains, iPhone cases, lunch boxes, sleeping bags, action figures, bedspreads, floor mats, umbrellas, straws, travel neck cushion pillows, flip flops, cake toppers (edible and not), thermoses, car decals, napkin holders, piggy banks, body pillows, cookie cutters, bath towels, area rugs, men’s ties, shower curtain hooks, luggage tags, toothbrushes, wallpaper, drapes, popsicle sticks, banana scented bubble bath, sleepwear, eyewear, underwear, overwear … Somebody stop them. No. Really.
Source: deadline.com
Full article: http://deadline.com/2015/07/minions-...ry-1201471603/
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Utter madness ...
Thank god Pharrell didn't do another Happy for the franchise
I can't stand the color yellow, here in Munich it's everywhere , what about y'all ?!
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ATRL Contributor
Member Since: 1/4/2014
Posts: 8,012
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I want it to flop so badly.
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Member Since: 1/1/2014
Posts: 7,705
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too long
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Member Since: 1/1/2014
Posts: 733
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Our faves could neva
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Member Since: 1/1/2014
Posts: 5,723
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Enough.
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Member Since: 1/1/2014
Posts: 6,474
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Slay a bit. This actually looks like a cute movie. Maybe I'll take my nephews to see it.
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Member Since: 5/9/2012
Posts: 38,050
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Yeah, I was at WalMart yesterday and they were literally on everything.
Pizza boxes, tissue boxes, pop, school supplies, etc.
Felt like they were following me.
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Member Since: 1/10/2007
Posts: 7,924
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MinionMania
Poor beatles
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Member Since: 8/19/2013
Posts: 3,819
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Member Since: 2/28/2012
Posts: 11,072
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YAASSsS, hunties are coming for weaves !
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Member Since: 12/16/2008
Posts: 59,380
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Wish Britney was a minion, she could use that promo
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Member Since: 1/3/2014
Posts: 3,194
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Member Since: 1/1/2014
Posts: 9,799
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I'm so freaking excited for this movie. Minions are so cute!
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Member Since: 9/16/2011
Posts: 50,981
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DESTROY THEM.
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The minions have permeated pop culture so it has such a broad appeal from ages 3 to 84
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Obviously they've permeated pop culture when you're paying for the biggest promotional campaign ever.
And despite this, minions feel like a non-event.
Poor them.
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Member Since: 9/1/2013
Posts: 27,364
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Member Since: 9/4/2011
Posts: 29,960
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A Born This Way/Bad Blood promo sized mess
They wanna beat Frozen so bad
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Member Since: 8/19/2013
Posts: 40,803
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Coming for blood And it better be good too
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Member Since: 6/25/2012
Posts: 4,354
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What's next, dollar premiere night?
Can't wait for the slayage
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Member Since: 6/13/2011
Posts: 11,601
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A flawless Marketing campaign/package.
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Member Since: 8/18/2013
Posts: 5,608
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