Universal Pictures: China goes bananas for minions

Universal, the movie producer and distributor, built a social media campaign to promote and build awareness of The Minions film in China.

Campaign details

Advertiser: Universal PicturesAgency: Weber Shandwick

Summary

The Minions movie hadn't even launched in China, but already people were watching it on Chinese video sharing sites. There was a real chance that Chinese box office tickets sales would suffer. But with a social media strategy that creatively leveraged Chinese audiences' love for cute online content and cosplay culture, Universal Pictures and its agency got people to bring out their inner Minion and flood the internet with their own Minion-inspired content.

This built momentum for the movie's theatrical launch, resulting in it becoming one of the year's...

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