Get Ready For the Minion Expedition Janet Dinh Rachael Gastelum Tanner Hudson Danyelle Forbes Jeannine Ho Simone JenkinsKimmie Phairas

Table of Contents

A. Target AudienceB. Media ScheduleC. Building AwarenessD. In- Store Promotion

ItemsE. Promotional Items

A. Television Watch-and-Win Sweepstakes

B. Social MediaC. Event Truck

A. Expedition DetailsB. Tour Map

D. Food TruckE. Closing

Target Audience• Quick Facts

• Estimated 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 information • 27% spend 6+ hours on social

media sites• Like to incorporate traditional customs

with Americanized ones• Spend an average 8.3 hours per week

watching television and 8.7 hours per week online

Target AudienceTech Savvy Demographic

• 78% Hispanics rely on the internet as their primary source of information

• 84% Hispanics use Search Engines to find information

• 94% of Hispanics visit YouTube for online videos

• 41% of Hispanics purchase product after watching video online

• 70% of Hispanics use smartphones to search information

• 61% of Hispanics made a purchase in-store after seeing a advertisement online

Highest Populated Hispanic Cities

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 information. US Hispanics believe in their cultural traditions when it comes to family, relationships, and marriage. When it comes to leisure, pleasure, and entertainment, Hispanics are more Americanized. They prefer to mix the two customs together incorporating both family and American entertainment together.

• Our campaign will do just that. We plan to have a Minion Expedition which will travel across the nation stopping at the highest Hispanic populated cities. The expedition 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, creating a buzz in the Hispanic community to go online to find out more information on the expedition. 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 incorporating family and fun together, will directly target our specific demographic and create a buzz around the sequel being released on July 3rd, 2013.

Media ScheduleMARCH APRIL MAY JUNE JULY

Build Awareness

Build Awareness

IN- STORE IN- STORE IN- STORE IN- STORE IN- STORE

Expedition Expedition Expedition

You Tube Contest

Watch-and-win Sweepstakes

Watch-and-win Sweepstakes (until 6/15)

Media Schedule• March

– This month is for building awareness about the upcoming campaign by promoting the expedition on television, radio, internet, social media, and in local Wal-Mart stores in the cities we are having the expedition.

• April– The beginning of April will continue to

promote the expedition as well as beginning our YouTube competition. We will also have our first two expeditions on April 6-7 and April 20th and will continue our in-store promotion.

• May– We will have our next two expeditions on

May 5th and May 11th. We will continue our in-store promotions and also have our Watch-to-win Sweepstakes on participating television networks.

• June– We will close out our campaign with

three final expeditions on June 2nd, 9th, and 17th, continue our in-store promotions, and the completion of our Watch-to-Win Sweepstakes ending on June 15th.

• July– We will wrap our in-store promotions at

the beginning of July in time 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 Expedition as the place to find minions. This will be the initial promotion that will influence our target audience to go online to find out more information.

• 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 promotional ads about the Minion Expedition and Despicable Me 2. This will be effective because our target audience spends a lot of time and money on transportation.

• Radio• Transportation is important among our target audience but not all of the cities we are promoting in

have subways. By promoting our campaign on the radio, we will reach our target audience in all aspects of transportation. We will promote on these local radio stations:

• Los Angeles Miami97.9 FM, 96.3 WCMQ-FM

• Chicago PhoenixWTMX-FM, WBBM-AM, WUSN-FM, WVAZ-FM 95.1 FM, 88.3 FM

• New York Houston97.9 FM, 93.1 102.9 FM, 101 FM Dallas99.1 FM, 107.1 FM

Television Commercial

In-Store Promotions• In-store promotions will be placed in participating Wal-Mart stores throughout the

top 10 most Hispanic populated cities. Aisle end-caps and floor decals will promote the selling of the first Despicable Me movie with one free admission ticket to the sequel with a purchase of the Blue-ray or Deluxe Edition DVD. The Minion Expedition will also be promoted with hashtags being placed on Despicable Me merchandise.

Promotional Items• We will have promotional items such as Despicable Me 2 3D goggles, Minion

popcorn buckets, and holiday life size cardboard cutouts at participating theaters that fit our target audience. These promotional items will create awareness during the months prior to the release about both the expedition and the sequel.

Watch-and-Win• We will be showing a Despicable Me 2 banner with a promo code on various television shows

creating awareness about The Minion Expedition 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 promotional 3D goggles. At the end of the sweepstakes, one of those 6 winners will be chosen to win a 3-day family vacation 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 interactive trivia banners advertised on their webpage where you can answer questions about the Despicable Me. We will also be using iMadeFace which will be an app where people can “minionize” themselves.

• Twitter– To promote The Minion Expedition and to follow the food truck, we will create a Twitter page

where fans to learn about the location of the next expedition, what type of events will occur at the event, participating food trucks, and will have access to our minion menu.

• Instagram– Instagram will be used to share iMadeFace pictures and pictures from the Expedition. People can

hashtag #minionexpedition and #expedicionminion.

• YouTube Contest– “Why should the Minion expedition come to your school?” – This will be an online contest where

participating 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 Expedition 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 expedition.

Social Media

The Minion Expedition• The Minion Expedition event truck will tour across the nation to six locations. The truck

will team up with local food trucks in those six locations and will participate with a local Hispanic festival to specifically target our demographic. The Minion Expedition activities tributed to the first movie such as:– Face painting– Create your own storybook– Kettle Popcorn– Minion video game

• Nintendo Wii stations

– Green screen photo booth– Music– Carnival games

• Space killer• Pin the goggles on the Minion

The Minion Expedition

Minion Expedition Event Truck

Tour across the nation to six destinations.

Truck Details:• Green Screen Photo booth• iMadeFace App• Movie Trailers constantly playing• Music

Map of the Tour

Expedition Tour• 04/06-04/07: Latino Book & Family

Festival [Chicago]• 04/20: Cesar E. Chavez Day Festival [San

Francisco]• 05/05: Cinco de Mayo Day Festival [Los

Angeles]• 05/11: Fiesta Mall Entertainment

[Phoenix]• 06/02: Festival de Mariachi [Houston]• 06/09: National Puerto Rico Day Festival

[New York] • 06/17 Father’s Day Harley’s and Hotrods

[Miami]• Additional Stops:End of May

Elementary School WinnerMiddle 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