This document outlines a campaign to promote the DVD and Blu-ray launch of Despicable Me 2. It will target families with young children and teens through social media activations centered around the film's popular minion characters. The campaign aims to make the minions help bring laughter to families this Christmas by driving online buzz and gift-giving conversations. Key activities include a minion translator, watch and win contests on social media, blogger outreach, and taking over accounts on the UK DVD launch date to support sales. The timeline and costs will be tracked against objectives of supporting the launch and creating online buzz.