Despicable Me Augmented Reality App

Objective

Universal Studios promoted the December 2010 Blu-ray and DVD release of Despicable Me, a major animated film franchise, by creating an interactive, multi-channel engagement program targeting both casual audiences and fans. The campaign leveraged social media and mobile technology during the prime holiday shopping season (November 2010 – January 2011) to drive awareness and sales of home entertainment products.

Solution

Minion Madness was a points-based rewards program where participants, called 'Masterminds,' accumulated virtual Minion armies through daily activities on an iPhone app and across multiple channels. Core mechanics included augmented reality photo missions on mobile devices, online games and videos, personalized content creation and sharing, and in-mall Santa photo displays across 170+ Simon Shopping Malls nationwide. Players could earn up to 25 daily sweepstakes entries, with their growing Minion armies unlocking increasingly valuable prizes. The system integrated celebrity partnerships (Miranda Cosgrove) and cross-promotional events (Macy's Thanksgiving Day Parade tie-in).

Results

Over 15,000 prizes were distributed during the campaign, including weekly gift cards ($10–$50), Universal Studios lifetime passes, and grand prizes such as NYC Macy's parade trips and luxury Los Angeles vacations. Specific metrics for total participation, reach, or home entertainment sales impact were not published.