The brief was to drive awareness for the Movie Despicable Me across six European markets.Test screenings of the film revealed that the little yellow Minions had very strong appeal to both adults and children. YouTube provided the perfect platform to showcase the movie through an interactive channel with traffic drivers from masthead advertising and search.The Minions interacted directly with the screen and caused chaos to deliver movie sampling and connections to social media.
- Unique use of media, creative and technology
- 2.2 million views
- 11.89% CTR
- Average dwell time 90.40 seconds
- 76.5% due to sharing