They’re the little, yellow creatures known the world over, and we’re thrilled to say our continued work with Universal Pictures is bringing the biggest animated franchise on the globe back to the Zero Degrees West headquarters.
In Minions: The Rise of Gru, we’re thrown back to the 70s, as we discover how 12-year-old Gru made a big impression among evil genius team, the Vicious 6. We watch as his crew of loyal, yellow henchmen – including newbie, Otto – help (and hinder) his mission of becoming the world’s greatest super-villain.
While you can make sure to keep up with all our campaign antics by following Universal Pictures and Minions across social in the run up to release, we’re already in the mood for mayhem after we helped celebrate the launch of the first trailer with a host of teaser content during the Super Bowl LIV.
Utilising a limited number of assets, we set about creating vibrant, interactive content to ensure fans could get in on the nun-chucking, kung-fu-fighting action. After the first look teaser was broadcast during the Super Bowl, we were on hand to react to fans’ comments with a suite of relevant Minion reaction GIFs, ensuring they felt part of the event and inducing FOMO for their followers.
We launched our ‘Countdown to Carnage’ Instagram Story, allowing fans to be the first to know when the full trailer would drop, while at the same time giving them a deviously-fun GIPHY sticker pack to add a splash of colour (namely yellow) to their own Stories.
And, with over half a million engagements just in the initial campaign phase, we think it’s fair to say that Minion-mania is ramping up.