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I participated in a group project to plan a promotional campaign for the summer release of Despicable Me 2. Our plan was selected by H&M Communications to be incorporated into their promotional campaign for the movie.
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Get Ready For the Minion Expedi3on Janet Dinh Rachael Gastelum Tanner Hudson Danyelle Forbes Jeannine Ho Simone Jenkins Kimmie Phairas
Table of Contents
A. Target Audience B. Media Schedule C. Building Awareness D. In-‐ Store Promo3on Items
E. Promo3onal Items
A. Television Watch-‐and-‐Win Sweepstakes
B. Social Media C. Event Truck
A. Expedi3on Details B. Tour Map
D. Food Truck E. Closing
Target Audience • Quick Facts
• Es3mated 52 million Hispanics in the United States
• 10.7 million Hispanic family households in the United States
• Are tech-‐savvy and typically use the internet as their primary source for informa3on • 27% spend 6+ hours on social
media sites • Like to incorporate tradi3onal
customs with Americanized ones • Spend an average 8.3 hours per week
watching television and 8.7 hours per week online
Target Audience Tech Savvy Demographic
• 78% Hispanics rely on the internet as their primary source of informa3on
• 84% Hispanics use Search Engines to find informa3on
• 94% of Hispanics visit YouTube for online videos
• 41% of Hispanics purchase product a\er watching video online
• 70% of Hispanics use smartphones to search informa3on
• 61% of Hispanics made a purchase in-‐store a\er seeing a adver3sement online
Highest Populated Hispanic CiDes
Target Audience • For our research, we concluded that US Hispanics are the fastest growing consumer in America.
They are very social who use the Internet as their primary source of informa3on. US Hispanics believe in their cultural tradi3ons when it comes to family, rela3onships, and marriage. When it comes to leisure, pleasure, and entertainment, Hispanics are more Americanized. They prefer to mix the two customs together incorpora3ng both family and American entertainment together.
• Our campaign will do just that. We plan to have a Minion Expedi3on which will travel across the na3on stopping at the highest Hispanic populated ci3es. The expedi3on will incorporate games, food, music, and fun. We will team up with local food trucks, a up-‐and-‐coming trend in the U.S. to “minionze” their menus. We will promote on television first, crea3ng a buzz in the Hispanic community to go online to find out more informa3on on the expedi3on. We will promote at local Wal-‐Mart’s, since shopping is a huge part of the Hispanic community and will also promote within the theaters prior to the release of Despicable Me 2 because Hispanics enjoy going to the movie theaters as a family. We believe that incorpora3ng family and fun together, will directly target our specific demographic and create a buzz around the sequel being released on July 3rd, 2013.
Media Schedule MARCH APRIL MAY JUNE JULY
Build Awareness
Build Awareness
IN-‐ STORE IN-‐ STORE IN-‐ STORE IN-‐ STORE IN-‐ STORE
Expedi3on Expedi3on Expedi3on
You Tube Contest
Watch-‐and-‐win Sweepstakes
Watch-‐and-‐win Sweepstakes (un3l 6/15)
Media Schedule • March
– This month is for building awareness about the upcoming campaign by promo3ng the expedi3on on television, radio, internet, social media, and in local Wal-‐Mart stores in the ci3es we are having the expedi3on.
• April – The beginning of April will con3nue to
promote the expedi3on as well as beginning our YouTube compe33on. We will also have our first two expedi3ons on April 6-‐7 and April 20th and will con3nue our in-‐store promo3on.
• May – We will have our next two expedi3ons
on May 5th and May 11th. We will con3nue our in-‐store promo3ons and also have our Watch-‐to-‐win Sweepstakes on par3cipa3ng television networks.
• June – We will close out our campaign with
three final expedi3ons on June 2nd, 9th, and 17th, con3nue our in-‐store promo3ons, and the comple3on of our Watch-‐to-‐Win Sweepstakes ending on June 15th.
• July – We will wrap our in-‐store promo3ons at
the beginning of July in 3me for the release of the movie.
Building Awareness • Television
• We will run our commercial on both English and Spanish networks. The commercial is themed around the minions disappearing from Gru’s Lab. At the end of the commercial, we will introduce the Minion Expedi3on as the place to find minions. This will be the ini3al promo3on that will influence our target audience to go online to find out more informa3on.
• Out of Home • Our out-‐of-‐home media will be our subway media. In subways in New York, we will have a
projector in the subway car that will project our commercial and our promo3onal ads about the Minion Expedi3on and Despicable Me 2. This will be effec3ve because our target audience spends a lot of 3me and money on transporta3on.
• Radio • Transporta3on is important among our target audience but not all of the ci3es we are promo3ng
in have subways. By promo3ng our campaign on the radio, we will reach our target audience in all aspects of transporta3on. We will promote on these local radio sta3ons:
• Los Angeles � Miami 97.9 FM, 96.3 WCMQ-‐FM
• Chicago � Phoenix WTMX-‐FM, WBBM-‐AM, WUSN-‐FM, WVAZ-‐FM 95.1 FM, 88.3 FM
• New York � Houston 97.9 FM, 93.1 102.9 FM, 101 FM � Dallas 99.1 FM, 107.1 FM
Television Commercial
In-‐Store Promo3ons • In-‐store promo3ons will be placed in par3cipa3ng Wal-‐Mart stores throughout the
top 10 most Hispanic populated ci3es. Aisle end-‐caps and floor decals will promote the selling of the first Despicable Me movie with one free admission 3cket to the sequel with a purchase of the Blue-‐ray or Deluxe Edi3on DVD. The Minion Expedi3on will also be promoted with hashtags being placed on Despicable Me merchandise.
PromoDonal Items • We will have promo3onal items such as Despicable Me 2 3D goggles, Minion
popcorn buckets, and holiday life size cardboard cutouts at par3cipa3ng theaters that fit our target audience. These promo3onal items will create awareness during the months prior to the release about both the expedi3on and the sequel.
Watch-‐and-‐Win • We will be showing a Despicable Me 2 banner with a promo code on various television shows
crea3ng awareness about The Minion Expedi3on and Despicable Me 2. This sweepstakes will run for 6 weeks. One winner a week wins free admission to the movie plus a pair of our promo3onal 3D goggles. At the end of the sweepstakes, one of those 6 winners will be chosen to win a 3-‐day family vaca3on to Universal Studios.
• This banner will be broadcasted on shows such as: – Telemundo
• Dora the Explorer – Univision
• Dora the Explorer • Go Diego Go
– MTV Tres – ESPN Deportes
Social Media • Facebook
– Facebook will have interac3ve trivia banners adver3sed on their webpage where you can answer ques3ons about the Despicable Me. We will also be using iMadeFace which will be an app where people can “minionize” themselves.
• TwiPer – To promote The Minion Expedi3on and to follow the food truck, we will create a Twiper page
where fans to learn about the loca3on of the next expedi3on, what type of events will occur at the event, par3cipa3ng food trucks, and will have access to our minion menu.
• Instagram – Instagram will be used to share iMadeFace pictures and pictures from the Expedi3on. People can
hashtag #minionexpedi3on and #expedicionminion.
• YouTube Contest – “Why should the Minion expedi3on come to your school?” – This will be an online contest where
par3cipa3ng contestants will make a Despicable Me 2 movie trailer for YouTube on what they think the sequel is about. The video with the most views will have The Minion Expedi3on come to their school. To target our specific market, we will only allow the winner to live within specific
zip codes that we already have determined for our already ongoing expedi3on.
Social Media
The Minion ExpediDon • The Minion Expedi3on event truck will tour across the na3on to six loca3ons. The truck
will team up with local food trucks in those six loca3ons and will par3cipate with a local Hispanic fes3val to specifically target our demographic. The Minion Expedi3on ac3vi3es tributed to the first movie such as: – Face pain3ng – Create your own storybook – Keple Popcorn – Minion video game
• Nintendo Wii sta3ons
– Green screen photo booth – Music – Carnival games
• Space killer • Pin the goggles on the Minion
The Minion ExpediDon
Minion ExpediDon Event Truck
Tour across the na3on to six des3na3ons. Truck Details:
• Green Screen Photo booth • iMadeFace App • Movie Trailers constantly playing • Music
Map of the Tour
ExpediDon Tour • 04/06-‐04/07: La3no Book & Family
Fes3val [Chicago] • 04/20: Cesar E. Chavez Day Fes3val [San
Francisco] • 05/05: Cinco de Mayo Day Fes3val [Los
Angeles] • 05/11: Fiesta Mall Entertainment
[Phoenix] • 06/02: Fes3val de Mariachi [Houston] • 06/09: Na3onal Puerto Rico Day Fes3val
[New York] • 06/17 Father’s Day Harley’s and Hotrods
[Miami] • AddiDonal Stops:
End of May Elementary School Winner Middle School Winner
Food Truck
Partnering Trucks • Arizona: Short Leash Dogs • Chicago: The Southern Mac &
Cheese Truck • Houston: Bare Bowls Kitchen • Los Angeles: Get Toasted Food
Truck • Miami: Ms. Cheezious Fresh
Made Grilled Cheese • New York: The Cinnamon Snail • San Francisco: The Melt
SEE YOU ON THE ROAD
