Minions tells the story of the lovable yellow creatures’ laughable quest to find the most despicable master. To promote the summer release of the blockbuster film, Universal Pictures set out on a quest to find out which NBCU star needs the Minions the most. Enlisting partners from across NBCU companies, 24 personalities and characters ranging from a Real Housewife to Jaws competed to win the Minions.
Fans could vote for their favorite celebrity by going to the Minions Quest hub site and/or tweeting with a designated hashtag for which we helped craft. The site featured statements from each star of why they needed Minions and what their Minions would do. Along with the robust microsite, photos and clever copy were seeded in each of the celebs social media channels to get out the vote, resulting in 110k votes and over 60 million Twitter impressions.
Deliverable:
• Collaboration with creative team to strategize content for microsite, social platforms, and coordination with affiliate partners
• Development of on-brand copy for web, navigation, social messaging, and marketing promotions
• Partnership with UX team to define user models and interfaces for features
• Participation in usability reviews of site designs to refine content, navigation, and functionality
• Content compliance with corporate standards, web style guides, and legal