The execution features Gru's mischievous Minions tapping their feet impatiently with the call to action to text a command to see them dance, wrestle, play, build or boogie. The creative technology solution links input from SMS or Web apps to prompt more than 30 animated sequences that make up the interactive experience. The interactive campaign was conceived by Clear Channel, planned and coordinated by and powered by an app designed and built by Grand Visual. The mall digital signage screens invite shoppers to take control and personalize the on-screen creative featuring the by-now-familiar little yellow Minions from the movie via mobile phones, according to app provider Grand Visual. To promote the theatrical release of the new animated movie, Universal Pictures has kicked off a mobile-controlled and interactive DOOH campaign running on Clear Channel International's network of shopping mall screens in five European countries - Finland, France, Norway, Spain and the U.K.
The digital out-of-home marketing campaign for "Despicable Me 2" has put Minions to work on digital signage screens across Europe.
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