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Launching Minion Rush

Client:

NBCUniversal

Location:

Los Angeles, USA

Makers of new mobile game ‘Despicable Me: Minion Rush’, NBC Universal asked us to create an event experience at the film premiere of Despicable Me 2 to engage with the young attendee audience whilst also gathering targeted demographics feedback for their new game.

Allowing endless opportunities for the audiences to play the game first hand, we created an interactive playground filled with mobile devices to allow passersby to experience the minion world in the new game. Large graphic walls featured film and game content whilst life-size Minions brought the space to life.

The event kicked off a marketing campaign that led to over half a billion game downloads – equivalent to one in every 14 people in the world – making it the most downloaded licensed game in the world across the App Store and Google Play that year.