![2010 July
[Movie]
Despicable
me
2012 July
Minions
Movie
announced
2013 June
[Movie]
Despicable
me 2
2014
November 3
1st Minions
trailer
2014
December
[TV]
Promotions
start
2015
Febuary 3
2nd Minions
Trailer
2015 May
14 3rd
Minions
Trailer
2015 July
[Movie]
Minions
release
2015
November
[Movie]
DVD
[Ads] Amazon Minions box campaign
May 25 – July 10
[Ads] McDonald’s campaign
Mid June - August
Partnership campaign Merchandising campaign](https://image.slidesharecdn.com/2015minionsmoviestrategyshare-161111014756/75/Minions-movie-strategy-Fall-2015-17-2048.jpg)
![2010 July
[Movie]
Despicable
me
2012 July
Minions
Movie
announced
2013 June
[Movie]
Despicable
me 2
2014
November 3
1st Minions
trailer
2014
December
[TV]
Promotions
start
2015
Febuary 3
2nd Minions
Trailer
2015 May
14 3rd
Minions
Trailer
2015 July
[Movie]
Minions
release
2015
November
[Movie]
DVD
December 2014:
First intended release date
Summer releases + DVD release before Christmas
=
Maximizing licensing campaign revenues](https://image.slidesharecdn.com/2015minionsmoviestrategyshare-161111014756/75/Minions-movie-strategy-Fall-2015-18-2048.jpg)
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Minions movie strategy - Fall 2015
- 1.
- 2.
- 4. 74M USD Budget lluminationEntertainment (NBCUniversal) Summer release (UK June, FR/US July) DVD release: November
- 5. Building anticipation Building consumers’engagement over 6 months Peak of Digital Audience Ratings (DAR) reached 1 week before movie release Top of box offices on opening week end $1 Billion international box-office (Aug 28)
- 6.
- 7. Presentation of the main villain& the story
- 8.
- 9. The story Spin-off /Prequel to Despicable me Main characters: Minions Focus on 3 Minions with distinct personalities
- 10. The Plot The moviedescribe their « past », « Why do Minions serve villains? » & « Why Gru? » Main villains: Scarlett Overkill and Herb
- 11. The characters Innocent &childlike Impulsive Little self-control 3 Minions 3 Girls Kevin: Smart Margo Suart: Hippie Edith Bob: baby Agnes Origins: DESPICABLE ME Language: minionese Lovable & Friendly Serve villains very loyals Not evils
- 12.
- 13. The humour ofthe movie Traditionnal running gags for kids « Bananas », « minionese » (gibberish language), short comic scenes. Social media trends & web memes (trigger teenagers & adults’ reactions) « drop the mic », « this. Is. Torture », Villain con, Corgis (dog), retro music (60’s)
- 14. The critics « Besidesminions, others characters development lack depth » « Shallow plot » « Short running time (1h31) » « Funny » « Lots of humour, delightful for both little kids and adults » « Good backstory of the Minions » « Good soundtract » IMBD: 6,7/10 Metascore: 56/100 User score (metacritic): 5,7/10 Rotten tomatoes: 54%
- 15. In brief Summer Box-Officehit Spin-off of Despicable Me Modest production cost – great profitability Opportunity to develop the minions characters
- 17. 2010 July [Movie] Despicable me 2012 July Minions Movie announced 2013June [Movie] Despicable me 2 2014 November 3 1st Minions trailer 2014 December [TV] Promotions start 2015 Febuary 3 2nd Minions Trailer 2015 May 14 3rd Minions Trailer 2015 July [Movie] Minions release 2015 November [Movie] DVD [Ads] Amazon Minions box campaign May 25 – July 10 [Ads] McDonald’s campaign Mid June - August Partnership campaign Merchandising campaign
- 18. 2010 July [Movie] Despicable me 2012 July Minions Movie announced 2013June [Movie] Despicable me 2 2014 November 3 1st Minions trailer 2014 December [TV] Promotions start 2015 Febuary 3 2nd Minions Trailer 2015 May 14 3rd Minions Trailer 2015 July [Movie] Minions release 2015 November [Movie] DVD December 2014: First intended release date Summer releases + DVD release before Christmas = Maximizing licensing campaign revenues
- 19. Common brand identity 2014: 100+Licensing partners 2015: 800+ Licensing partners Oval Shape Children
- 21. Merchandising targets Big Retailers Specializedshops Traditionnals Low cost Toys Store Specialized Toy retailers Clothing stores
- 22. 1 new seriesto match up movie release By Titan Comics 4 comic book issues, 2 digests, 2 hardcovers, 1 paperback collection.
- 23. • Building gameiOS & Android • Launch for the Minions movie • One new exclusive character Phil • Zero Featuring = Failed • Runner game • Launched : despicable me 2 movie • 550M dls
- 24. Symphony Framework NBC Universal TV Internet Theme parks CIA ContentInnovation Agency Planning & consulting Assets
- 25. Since Despicable me,Minions = a powerful transmedia brand Hypothesis: a new TV series ? More Minions movies to come More theme attractions More comics More games Franchise’s future? ?
- 26. In Brief Strong transmediabrand Aggressive branding campaign Failed game (ios) launch Ad-hoc organization (Symphony)
- 27. WHY DID THEMARKETING STRATEGY WORK? Licensing campaign Digital marketing campaign Brand Community Answer : The use of social media
- 29. Social media presence,2014 VS 2015 16.7 31 LIKES (MILLION) FACEBOOK 101 80 FOLLOWERS (K) TWITTER 23 411 FOLLOWERS (K) INSTAGRAM 1.603 70 FOLLOWERS (K) PINTEREST
- 30. Facebook posts 0 0.2 0.4 0.6 0.8 1 1.2 1.4 Post frequencyper day 2014 september / 2015 August Monthly posts per day Linear (Monthly posts per day) Trailers release Picture s 53% Videos 45% Links 2% Types of post Pictures Videos Links Type Avg. LIKES Avg. COMMENTS Avg. SHARES Pictures 125,779 1,729 13,406 Links 59,569 918 6,86 Videos 103,285 5,711 54,044
- 31. A succesful format:the video
- 32. Posts content strategy Createconsumer engagement with shareworthy posts funny & cute pictures/videos « Minions quotes » Social media trends (tbt/Throwback Thursday) Reactions posts Minions with personnalities consumers can relate to Branding the Movie Teasings / trailers Building anticipation Ads/promotions (Tic Tacs, Mc Donalds)
- 33. Twitter Posts frequency, sinceFebuary: 0,96 /day #minions : 49530 tweets (2015 feb/july)
- 34. Increase exposure #minionboxes $1kgiveaway sweepstakes #minionstictac Users are asked to share their picture on social media => increase brand exposure
- 35.
- 36. Mothers & youngadults Showcase lifestyle pictures
- 37. 70K Followers The fanmade craftsshowcase User generated content from all over the web
- 39. On website : showcasefan posts Minions’ faves = build competition and brand relationship Only positive content
- 40. Fans took over Anew meme by Minions Originally an Illuminations creation
- 41. Minions quotes everywhere Contentwent viral
- 42. Demographics: Audience/fandoms Kids /teenagers Parents Young adults
- 43. Reddit: r/minionhate(23k followers) Tumblr: anti-fandom blogs Consumers general sentiments: « Over marketing » Saturated feelings Pierre Coffin « it went out of control »
- 44. In brief Strong socialmedia development/impact Consumers as brand content creator => increase exposure Smart use of social media trends Minions are creating a sub-culture
- 45. Ambitious movie /solid prior preparations CONCLUSION Applied a 360 Strategy (symphony) Constructed a community to support their marketing campaign Developed a strong character to prepare for the future
- 46. THANK YOU FOR YOURATTENTION Any question?
Editor's Notes
- #5 src: http://www.bloomberg.com/news/articles/2015-07-10/-minions-593-million-publicity-spree-points-to-film-profit
- #6 *DAR – Film measures what entertainment content is resonating most across Facebook, Google+, Instagram, Tumblr, Twitter, YouTube and Wikipedia combined. Src: Variety
- #12 Now for the Minions, they are little white creatures who were created to be lovable and friendly, because of their childlike personnality, they have little self control and can me quite impulsive and sometimes silly and mean, just like kids. For their personnalities, we can actually see that they reminds us of the three girls in despicable me. Also, they have their own languague. The minionese: mix of several languages French, Italian, english, korean, spanish, Indonesian. Their purpose in life is to serve villains, but they are not evil.
- #14 Drop the mic : urban dictionary « A phrase describing the action performed after getting the better of someone. »
- #16 BUDGETS Simpsons: $72 million Minions: $74 million Frozen: $150 million Toy story 2: $200 million Despicable me: $69 million Despicable me 2: $76 million Src: Bloomberg according to Box Office Mojo (http://www.bloomberg.com/news/articles/2015-07-10/-minions-593-million-publicity-spree-points-to-film-profit)
- #19 -source: http://www.bloomberg.com/news/articles/2015-07-10/-minions-593-million-publicity-spree-points-to-film-profit
- #20 http://www.licensing.biz/news/read/minions-dethrones-frozen-as-uk-toy-market-s-number-one-licence/042375
- #21 http://www.bloomberg.com/news/articles/2015-07-10/-minions-593-million-publicity-spree-points-to-film-profit
- #25 http://www.nbcunicareers.com/our-company/credo-history http://www.nytimes.com/2015/06/22/business/media/comcast-and-nbc-open-cross-promotional-ad-strategy.html?partner=socialflow&smid=tw-nytimesbusiness&_r=0 http://variety.com/2013/tv/exec-shuffle-people-news/comcast-and-nbcu-tap-exec-to-find-new-ways-to-work-together-1200730786/
- #30 Compared to Rabbids: FB: 1,4M fans Twitter 12,5k followers Instagram 2k
- #31 Src: fanpage karma Only the official minions
- #33 Throwback Thursday is the name of a weekly social media posting trend and hashtag game that users participate in to share and look back fondly on some of their favorite memories
- #34 Src: fanpage karma Watson Analytics 1st tweet january 28
- #41 A meme: "A unit of cultural information that represents a basic idea that can be transferred from one individual to another, and subjected to mutation, crossover and adaptation." (Etymology : meme : derived from the Greek mimëma, 'something imitated', byRichard Dawkins in 1976)
- #45 They successed because they knew how to use trends to trigger virality Memeable, Vine/Gif able, Shareable and mobile friendly