Universal Pictures Launch Mobile Controlled Digital Outdoor Campaign

To promote the hotly anticipated 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 invites consumers to control the on-screen Minions by texting a command to see them dance, wrestle, play, or boogie. Moments later the Minions behave as instructed with an on-screen thanks to the named participant.

The interactive campaign was conceived by Clear Channel, planned and coordinated by TED@MediaCom and powered by an app designed and built by Grand Visual. OpenLoop, powers the real time interaction and personalises the copy and playout in a mall specific geo targeted response. Users are also rewarded with a text linking them to a copy of their personalised Minion mini-film which they can share socially online.

The campaign runs on 259 digital screens in 51 shopping malls across the UK, France, Spain, Norway and Finland. The interactive experience is supported by additional static and digital formats in close proximity to participating malls. The Outdoor campaign is fully integrated with Universal Pictures’ social and online channels and an online version of the game replicates the experience.