1. Brief
Find a way to engage with consumers across Europe using our characters as the stars.
2. Response
Universal Pictures kicked off the first ever mobile controlled, personalised, geo-specific Digital Out of Home campaign to span five 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 playout. Users also received a text linking them to a copy of their personalised Minion mini-film for social sharing.
