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DVD Launch
Campaign
OVERVIEW

•

Brief

•

Current digital presence

•

Our audience

•

Social proposition

•

The campaign

•

Activity timeline

•

Costs & KPIs
BRIEF

SUPPORT THE LAUNCH OF DESPICABLE ME 2 ON DVD
AND BLU-RAY AND HELP CREATE ONLINE BUZZ
WHAT CHANNELS ALREADY EXIST?
WHO ARE OUR AUDIENCE?
Families with young children, parents with young kids, teens who
were the captive audience when the film was first released

ADVOCATES

PEOPLE WHO
HAVE SEEN IT IN
CINEMAS

PEOPLE WHO
HAVENT SEEN IT,
OR WOULD BUY
THE DVD AS A GIFT
WHAT DO WE WANT OUR AUDIENCE TO DO?

ADVOCATES

INFORM

PEOPLE WHO
HAVE SEEN IT IN
CINEMAS

AWARENESS OF
RELEASE DATE

PEOPLE WHO
HAVEN’T SEEN IT,
OR WOULD BUY
THE DVD AS A GIFT

EVANGELISE

DRIVE PRE ORDERS &
PURCHASE

EVANGELISE
Tell them what the
film is about

Let them know when
it’s available

Talk about how
fantastic the film is

Drive pre orders and
online and offline
sales
HOW ARE THESE ROLES ACHIEVED?
ADVOCATES:
Highlight best movie moments, talk about the characters
PEOPLE WHO HAVE BEEN TO SEE IT IN CINEMAS
Reminisce about their enjoyment when watching the film,
remind then about best movie moments, build excitement
about owning the film
PEOPLE WHO HAVEN’T SEEN IT OR WOULD
BUY THE DVD AS A GIFT:
Engage with friends who are fans,
introducing characters, story and
comedy elements

EVANGELISE

INFORM

AWARENESS OF
RELEASE DATE

EVANGELISE

PEOPLE WHO
HAVEN’T SEEN IT OR
WOULD BUY THE
DVD AS A GIFT:
Engage with friends
who are fans,
introducing
characters, story
and comedy
elements
DRIVE PRE ORDERS &
PURCHASE
WHAT WE KNOW SO FAR

• Despicable Me 2 launches 4 weeks before Christmas,
which means the majority will be purchasing Despicable
Me 2 as part of their Christmas shopping

• The majority of online conversation centers around the
minions
• These insights should feed into our social proposition to
achieve the campaign objectives:
1. Support the launch of Despicable Me 2 on DVD
and Blu-Ray
2. Create online buzz
DEDICATION TO MINIONS
WHAT IS OUR SOCIAL PROPOSITION?

DESPICABLE ME 2 MINIONS WILL HELP BRING LAUGHTER
TO THE FAMILY THIS CHRISTMAS

1. Helps drive online buzz
2. Engages in Christmas gifting conversation
HOW DO WE BRING THIS TO LIFE THROUGH SOCIAL?
ACTIVITY OVERVIEW
4th NOV

11th NOV

ACTIVITY

18th NOV

25th NOV

Minion Translator
Watch and Win
Minion Takeover

Blogger Outreach

EVENT

UK DVD Launch
Thankyou
KentyEmpire@gmail.com

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Despicable Me DVD Launch Campaign

  • 2. OVERVIEW • Brief • Current digital presence • Our audience • Social proposition • The campaign • Activity timeline • Costs & KPIs
  • 3. BRIEF SUPPORT THE LAUNCH OF DESPICABLE ME 2 ON DVD AND BLU-RAY AND HELP CREATE ONLINE BUZZ
  • 5.
  • 6.
  • 7. WHO ARE OUR AUDIENCE? Families with young children, parents with young kids, teens who were the captive audience when the film was first released ADVOCATES PEOPLE WHO HAVE SEEN IT IN CINEMAS PEOPLE WHO HAVENT SEEN IT, OR WOULD BUY THE DVD AS A GIFT
  • 8. WHAT DO WE WANT OUR AUDIENCE TO DO? ADVOCATES INFORM PEOPLE WHO HAVE SEEN IT IN CINEMAS AWARENESS OF RELEASE DATE PEOPLE WHO HAVEN’T SEEN IT, OR WOULD BUY THE DVD AS A GIFT EVANGELISE DRIVE PRE ORDERS & PURCHASE EVANGELISE Tell them what the film is about Let them know when it’s available Talk about how fantastic the film is Drive pre orders and online and offline sales
  • 9. HOW ARE THESE ROLES ACHIEVED? ADVOCATES: Highlight best movie moments, talk about the characters PEOPLE WHO HAVE BEEN TO SEE IT IN CINEMAS Reminisce about their enjoyment when watching the film, remind then about best movie moments, build excitement about owning the film PEOPLE WHO HAVEN’T SEEN IT OR WOULD BUY THE DVD AS A GIFT: Engage with friends who are fans, introducing characters, story and comedy elements EVANGELISE INFORM AWARENESS OF RELEASE DATE EVANGELISE PEOPLE WHO HAVEN’T SEEN IT OR WOULD BUY THE DVD AS A GIFT: Engage with friends who are fans, introducing characters, story and comedy elements DRIVE PRE ORDERS & PURCHASE
  • 10. WHAT WE KNOW SO FAR • Despicable Me 2 launches 4 weeks before Christmas, which means the majority will be purchasing Despicable Me 2 as part of their Christmas shopping • The majority of online conversation centers around the minions • These insights should feed into our social proposition to achieve the campaign objectives: 1. Support the launch of Despicable Me 2 on DVD and Blu-Ray 2. Create online buzz
  • 12. WHAT IS OUR SOCIAL PROPOSITION? DESPICABLE ME 2 MINIONS WILL HELP BRING LAUGHTER TO THE FAMILY THIS CHRISTMAS 1. Helps drive online buzz 2. Engages in Christmas gifting conversation
  • 13. HOW DO WE BRING THIS TO LIFE THROUGH SOCIAL?
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  • 19. ACTIVITY OVERVIEW 4th NOV 11th NOV ACTIVITY 18th NOV 25th NOV Minion Translator Watch and Win Minion Takeover Blogger Outreach EVENT UK DVD Launch