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Library/Campaign/Minions (2015) marketing blitz
Grade B23 sourcesHIS-01347

Minions (2015) marketing blitz

Campaign · 2015 · Niche

36Editable slideCertificate

Minions tie-ins filled boxes and candy aisles; US TV ads cost an estimated $26.1 million.

Trailer · Illumination on YouTube

4 The Love Of Family

@4TheLoveOfFam · May 28, 2015

Our @amazon order arrived today. #BrilliantMarketing @Minions, simply brilliant. #minions #marketing @UniversalPics http://t.co/qauYkGCbbL

262
Post · @4TheLoveOfFam on X
Minions poster: Meet Stuart, Kevin & Bob, summer 2015
Box Office Mojo
Minions official trailer title card
Illumination on YouTube
A Minion for Pantone's Minion Yellow
TIME
An Amazon delivery box printed with Minions
@4TheLoveOfFam on X
Minions with Scarlet Overkill on a plane
TIME
Minions promotional tour bus at Birmingham's Bullring
Elliott Brown
Minions advertising on a London bus, June 2015
Aubrey Morandarte
A crowd of Minions
Digiday

Spread Score

How it works
Reach36Contagion35Breadth50VelocityNo data yetLongevity2136

Numbers

China launch impressions, agency award-entry claim
120M
As of Sep 27, 2016 · Self-reported · Universal Pictures / WARC SABRE Awards
Peak proxy date
Week of Jul 12, 2015
May 18 ’14 to Week of Jul 12, 2015
Platforms
8
Started on Press
Leverage
16×
$1.16B on $74M budget

Mechanics

  • Visible in usePrimary
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Universal circulated a Minions poster, then a trailer and TV ads. Partner boxes, candy and toys carried the characters into daily life. Customers posted deliveries while critics complained about saturation.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesApr ’14JunSepDecMar ’15MayJunJulAugOctPeak proxyPressYouTubeTVRetailXRedditOpen webBox office
PressYouTubeTVRetailXRedditOpen webBox office

13 more events on this chart

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Timeline (16)

  1. May 2014

    Europa Press seed · May 18 ’14

    Europa Press published a Minions teaser poster credited to Illumination Entertainment.[1]

    Open the first post ↗

  2. November 2014

    Universal Pictures / Illumination platform jump · Nov 3 ’14

    Universal and Illumination released the first standalone Minions trailer online.[2][3][4]

  3. February 2015

    Universal Pictures platform jump · Feb 2015

    Universal aired a specially made Minions spot during Super Bowl XLIX.[4]

  1. press · Apr 20 ’15

  2. owner response · Week of May 19, 2015

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Why it worked

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Origin
Mixed
Sector
Entertainment
Region
US
China launch impressions, agency award-entry claim
120M
As of Sep 27, 2016 · Self-reported · Universal Pictures / WARC SABRE Awards
Evidence
Grade B

Spread the same way

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