An integrated marketing Communication for the movie Monsters University. One of the most unconventional campaigns made to promote the prequel of the movie Monsters Inc.

1. ‘Classes start June
21’

2. • Children
• Female between the
age 18 and 25
• Teenagers
• Families with children
below the age of 12
• Doing the impossible
• Make people laugh
• Creating belief in
innovation
• Maintain the attention
of past audience
• Message Strategy:
- Idea: Increase curiosity among
Teenagers and young adults
- Theme: Cute and Innocent. Make-
believe theme.
• Creative Strategy
- Grab attention in unique ways
- Sell Merchandise
• Message Source
- Delivered by Students of Monsters
University
- Self promoting Website

3. •Teasers
•Mother’s day ad
•Banners
•Magazine ads
• MU mascots at
Disneyland
• MU toys launch
• Website launch
• MU ID card
creation
• MU took over
Club Penguin as
host
• Worldwide
premier on 5th
June 2013
• Admission
letters sent to
households
• Alumni letters
sent to
teenagers
• MU Toy launch
at toy fare
• Twitter trends
• Facebook: Page
hacking
• Grumblr blog
• Subway: “Fresh
fit for kids”
• Canon: Photo
booth
• Kinder surprise
• Samsung S4
• Mobile gaming
apps in iOS and
Android

4. Main Idea: Skilfully combines the disciplines to
provide clarity, consistency, and maximum
impact through the seamless integration of
messages.
• First Teaser – 20th June 2012
• Different version of the teaser – different
outlet
• Website – Looking like a real Univ website
• First TVC – Rose Bowl Game – Parody
• Online – Hacked own website, Grumbler –
Shifting traffic to the Digital world
• Online PR
• Tie-up with talks shows, Sports Channel,
Kids’ Choice award – Release Extended
trailers
• Events and Experiential Marketing
• Direct Mailing
• $550 m - Television ads
• $100 m - Magazine ads
• $100 m - Internet ads
• Total $2.1 Billion
• $136.5 M– Box office
• Facebook page- 33
million hits.
• 4 million followers-
Twitter.
• YouTube videos - videos
for kids.

5. Print banner

6. Direct mail

7. Mascots at Disneyland

8. Print ads

9. Monsters
University
Website

10. Fear tech’s prank

11. Game app for android and iOS

15. Toys at toyfair

16. Subway- bags for kids

17. Kindersurprise with MU toys

18. Movie teaser

19. Mother’s Day commercial

20. Thank you
• Kaavya Sampath – 26
• Noushadya S - 35
• Poornima R – 37
• Raghuveer Patrachari – 46
• Ram Naik – 48
• S V Vaisshnavi - 54