Despicable Me 2 DEC
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Despicable Me 2 DEC

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This was the promotional campaign for the theatrical release of Universal Pictures Despicable Me 2 that a team and I pitched to H&M Communications that resulted in being offered an internship with the ...

This was the promotional campaign for the theatrical release of Universal Pictures Despicable Me 2 that a team and I pitched to H&M Communications that resulted in being offered an internship with the agency.

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    Despicable Me 2 DEC Despicable Me 2 DEC Presentation Transcript

    • Get Ready For the Minion Expedition Janet Dinh Rachael Gastelum Tanner Hudson Danyelle Forbes Jeannine Ho Simone Jenkins Kimmie Phairas
    • Table of Contents A.Target Audience B. Media Schedule C. Building Awareness D.In- Store Promotion Items E. Promotional Items A.Television Watch-and- Win Sweepstakes B. Social Media C. Event Truck A. Expedition Details B. Tour Map D.Food Truck E. Closing
    • Target Audience • Quick Facts • Estimated 52 million Hispanics in the United States • 10.7 million Hispanic family households in the United States • Are tech-savvy and typically use the internet as their primary source for information • 27% spend 6+ hours on social media sites • Like to incorporate traditional customs with Americanized ones • Spend an average 8.3 hours per week watching television and 8.7 hours per week online
    • Target Audience Tech Savvy Demographic • 78% Hispanics rely on the internet as their primary source of information • 84% Hispanics use Search Engines to find information • 94% of Hispanics visit YouTube for online videos • 41% of Hispanics purchase product after watching video online • 70% of Hispanics use smartphones to search information • 61% of Hispanics made a purchase in-store after seeing a advertisement online
    • Highest Populated Hispanic Cities
    • Target Audience • For our research, we concluded that US Hispanics are the fastest growing consumer in America. They are very social who use the Internet as their primary source of information. US Hispanics believe in their cultural traditions when it comes to family, relationships, and marriage. When it comes to leisure, pleasure, and entertainment, Hispanics are more Americanized. They prefer to mix the two customs together incorporating both family and American entertainment together. • Our campaign will do just that. We plan to have a Minion Expedition which will travel across the nation stopping at the highest Hispanic populated cities. The expedition will incorporate games, food, music, and fun. We will team up with local food trucks, a up-and-coming trend in the U.S. to “minionze” their menus. We will promote on television first, creating a buzz in the Hispanic community to go online to find out more information on the expedition. We will promote at local Wal-Mart’s, since shopping is a huge part of the Hispanic community and will also promote within the theaters prior to the release of Despicable Me 2 because Hispanics enjoy going to the movie theaters as a family. We believe that incorporating family and fun together, will directly target our specific demographic and create a buzz around the sequel being released on July 3rd, 2013.
    • Media Schedule MARCH APRIL MAY JUNE JULY Build Awareness Build Awareness IN- STORE IN- STORE IN- STORE IN- STORE IN- STORE Expedition Expedition Expedition You Tube Contest Watch-and-win Sweepstakes Watch-and-win Sweepstakes (until 6/15)
    • Media Schedule • March – This month is for building awareness about the upcoming campaign by promoting the expedition on television, radio, internet, social media, and in local Wal-Mart stores in the cities we are having the expedition. • April – The beginning of April will continue to promote the expedition as well as beginning our YouTube competition. We will also have our first two expeditions on April 6-7 and April 20th and will continue our in-store promotion. • May – We will have our next two expeditions on May 5th and May 11th. We will continue our in-store promotions and also have our Watch-to-win Sweepstakes on participating television networks. • June – We will close out our campaign with three final expeditions on June 2nd, 9th, and 17th, continue our in-store promotions, and the completion of our Watch-to-Win Sweepstakes ending on June 15th. • July – We will wrap our in-store promotions at the beginning of July in time for the release of the movie.
    • Building Awareness • Television • We will run our commercial on both English and Spanish networks. The commercial is themed around the minions disappearing from Gru’s Lab. At the end of the commercial, we will introduce the Minion Expedition as the place to find minions. This will be the initial promotion that will influence our target audience to go online to find out more information. • Out of Home • Our out-of-home media will be our subway media. In subways in New York, we will have a projector in the subway car that will project our commercial and our promotional ads about the Minion Expedition and Despicable Me 2. This will be effective because our target audience spends a lot of time and money on transportation. • Radio • Transportation is important among our target audience but not all of the cities we are promoting in have subways. By promoting our campaign on the radio, we will reach our target audience in all aspects of transportation. We will promote on these local radio stations: • Los Angeles  Miami 97.9 FM, 96.3 WCMQ-FM • Chicago  Phoenix WTMX-FM, WBBM-AM, WUSN-FM, WVAZ-FM 95.1 FM, 88.3 FM • New York  Houston 97.9 FM, 93.1 102.9 FM, 101 FM  Dallas 99.1 FM, 107.1 FM
    • Television Commercial
    • In-Store Promotions • In-store promotions will be placed in participating Wal-Mart stores throughout the top 10 most Hispanic populated cities. Aisle end-caps and floor decals will promote the selling of the first Despicable Me movie with one free admission ticket to the sequel with a purchase of the Blue-ray or Deluxe Edition DVD. The Minion Expedition will also be promoted with hashtags being placed on Despicable Me merchandise.
    • Promotional Items • We will have promotional items such as Despicable Me 2 3D goggles, Minion popcorn buckets, and holiday life size cardboard cutouts at participating theaters that fit our target audience. These promotional items will create awareness during the months prior to the release about both the expedition and the sequel.
    • Watch-and-Win • We will be showing a Despicable Me 2 banner with a promo code on various television shows creating awareness about The Minion Expedition and Despicable Me 2. This sweepstakes will run for 6 weeks. One winner a week wins free admission to the movie plus a pair of our promotional 3D goggles. At the end of the sweepstakes, one of those 6 winners will be chosen to win a 3-day family vacation to Universal Studios. • This banner will be broadcasted on shows such as: – Telemundo • Dora the Explorer – Univision • Dora the Explorer • Go Diego Go – MTV Tres – ESPN Deportes
    • Social Media • Facebook – Facebook will have interactive trivia banners advertised on their webpage where you can answer questions about the Despicable Me. We will also be using iMadeFace which will be an app where people can “minionize” themselves. • Twitter – To promote The Minion Expedition and to follow the food truck, we will create a Twitter page where fans to learn about the location of the next expedition, what type of events will occur at the event, participating food trucks, and will have access to our minion menu. • Instagram – Instagram will be used to share iMadeFace pictures and pictures from the Expedition. People can hashtag #minionexpedition and #expedicionminion. • YouTube Contest – “Why should the Minion expedition come to your school?” – This will be an online contest where participating contestants will make a Despicable Me 2 movie trailer for YouTube on what they think the sequel is about. The video with the most views will have The Minion Expedition come to their school. To target our specific market, we will only allow the winner to live within specific zip codes that we already have determined for our already ongoing expedition.
    • Social Media
    • The Minion Expedition • The Minion Expedition event truck will tour across the nation to six locations. The truck will team up with local food trucks in those six locations and will participate with a local Hispanic festival to specifically target our demographic. The Minion Expedition activities tributed to the first movie such as: – Face painting – Create your own storybook – Kettle Popcorn – Minion video game • Nintendo Wii stations – Green screen photo booth – Music – Carnival games • Space killer • Pin the goggles on the Minion
    • The Minion Expedition Minion Expedition Event Truck Tour across the nation to six destinations. Truck Details: • Green Screen Photo booth • iMadeFace App • Movie Trailers constantly playing • Music
    • Map of the Tour
    • Expedition Tour • 04/06-04/07: Latino Book & Family Festival [Chicago] • 04/20: Cesar E. Chavez Day Festival [San Francisco] • 05/05: Cinco de Mayo Day Festival [Los Angeles] • 05/11: Fiesta Mall Entertainment [Phoenix] • 06/02: Festival de Mariachi [Houston] • 06/09: National Puerto Rico Day Festival [New York] • 06/17 Father’s Day Harley’s and Hotrods [Miami] • Additional Stops: End of May Elementary School Winner Middle School Winner
    • Food Truck
    • Partnering Trucks • Arizona: Short Leash Dogs • Chicago: The Southern Mac & Cheese Truck • Houston: Bare Bowls Kitchen • Los Angeles: Get Toasted Food Truck • Miami: Ms. Cheezious Fresh Made Grilled Cheese • New York: The Cinnamon Snail • San Francisco: The Melt
    • SEE YOU ON THE ROAD