Consumers were able to submit photos on social media with the hashtag, #HelloFreshMinions, and enter into a contest to win movie tickets and swag. HelloFresh offered up a limited-edition inspired-by meal kit for consumers to create their own Minions Pizza. The in-store experience included a Minions takeover of the Levi’s Tailor Shop, a custom Levi’s Minions video spot, and an interactive element. Rise of Gru was featured in Levi’s 275 stores around the world, where consumers could choose from an assortment of pins, patches, and more, then work with a tailor to adorn to their favorite Levi’s piece. The partnership included a 360 marketing campaign and custom TV spot featuring a Minion dreaming about the pancakes and fantasizing about a whirlwind romance together. IHOP served up a limited menu centered around the film with Ba-Ba-Banana Pudding Pancakes, Cinna-minions, Gru’s Evil Steakburger, and more at their 1,700 restaurants in the US, Mexico, Peru, Panama, and Puerto Rico. There was a custom animated spot featuring the Minions putting their Kung-Fu skills to the test for the last McNugget. The campaigns included three lines of Happy Meals and a line of plastic toys. McDonald’s is a returning partner to the franchise, and they’ve pushed the sequel in 70 markets, including Australia, France, Spain, Germany, Italy, Korea, Japan, and Canada. There was a social filter, whereby CarMax customers could take a photo or video with the Minions as they capture the memory of purchasing their new car, along with CarMax’s iconic big yellow bow. The sequel was promoted on CarMax’s social channels and at their 230+ store locations nationwide. In its first film partnership, automotive retail partner CarMax aired two spots featuring the Minions around its 30-Day Money Back Guarantee (up to 1,500 miles) and Instant Online Offer to sell one’s car. Liberty Mutual, which had their first animation partnership with Rise of Gru, with their custom spot starring the guys in an iconic New York boardwalk backdrop from Liberty Mutual’s Truth Tellers campaign. Some of Minions: Rise of Gru‘s stateside advertisers include: However, during the earlier part of the pandemic, there were a multitude of release date changes as box office capitals New York and LA remained closed, and studios, for the most part, remained on level terms with promo partners because of force majeure rules. Whenever there are massive last-minute release theatrical date shifts (we’re talking last-minute, within months), promo partners are apt to get riled up at studios, as products have been created for a film, and there’s a time line in which they’re expected to hit the market. Ditto for Top Gun: Maverick, which had a Matchbox airplane set on shelves, too. In the case of Minions: The Rise of Gru, toys connected to the movie were hitting Walmart. There were certain promotions connected to tentpole movies that summer which had to go, as the product and supply chain was ready for that product. bags of Wonder Woman 1984 Doritos were hitting grocery shelves during the summer of 2020 as that sequel was originally set to be released that summer (before jettisoning to an HBO Max theatrical day-and-date plan at the end of the year). The pandemic screwed up all these promo partnerships for a number of movies, i.e. This was a movie that was originally scheduled to come out two years ago. ‘Minions: The Rise of Gru’ toys DeadlineĬonsider the feat with pulling this promo partnership off for a minute. These stateside partners included Liberty Mutual, CarMax, Zip Recruiter, IHOP restaurants, HelloFresh, Hippeas, Levi’s, Supergoop!, Olipop, McDonald’s, and more. When you’re a motion picture global brand, advertisers want to partner with you, and in the case of Minions: The Rise of Gru, Universal pulled in a group of global advertisers, who all together delivered the biggest media value ever for an Illumination Despicable Me/Minions movie at $285M+, according to sources. South Park, SpongeBob, and Dora the Explorer. True, there’s the assortment of Viacom Nick properties, i.e. Streaming movie franchises - they don’t yield these types of results. And that brand was built off of what was an original motion picture IP 12 years ago, which hasn’t dimmed. While it may go without saying, realize that Rise of Gru‘s success here, in addition to being built on the back of a multimillion dollar global marketing campaign, is also propped by a kid’s brand that has generated over $6 billion in retail sales. ‘Minions: The Rise Of Gru’ Grows Offshore Cume To $22.5M In Two Days Of Expanded International Rollout
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