UPI – Mischievous Minions

To promote the animated film sequel Despicable Me 2, Universal Pictures kicked off the first ever mobile controlled, personalised, geo-specific Digital Out of Home campaign to span 5 European territories. The creative invited consumers to control the on-screen Minions by texting a command to see them dance, wrestle, play, or boogie. OpenLoop powered the real time interaction and personalised the copy and playout in a mall specific response. Users were also rewarded with a text linking them to a copy of their personalised Minion mini-film for social sharing.



Universal Pictures


Clear Channel, [email protected]

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