This was the promotional campaign for the theatrical release of Universal Pictures Despicable Me 2 that a team and I pitched to H&M Communications that resulted in being offered an internship with the agency.

1. Get Ready For the Minion
Expedition
Janet Dinh Rachael Gastelum Tanner Hudson
Danyelle Forbes Jeannine Ho Simone Jenkins
Kimmie Phairas

2. Table of Contents
A.Target Audience
B. Media Schedule
C. Building Awareness
D.In- Store Promotion
Items
E. Promotional Items
A.Television Watch-and-
Win Sweepstakes
B. Social Media
C. Event Truck
A. Expedition Details
B. Tour Map
D.Food Truck
E. Closing

3. 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

5. Target Audience
Tech 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

6. Highest Populated
Hispanic Cities

7. 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.

8. Media Schedule
MARCH 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)

9. 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.

10. 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  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

11. Television Commercial

12. 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.

13. 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.

14. 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

15. 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.

16. Social Media

17. 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

18. 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

19. Map of the Tour

20. 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
Winner
Middle School Winner

21. Food Truck

22. 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

23. SEE YOU ON THE ROAD