Recently, you may have noticed that there has been yellow as far as the eye can see and suits in every cinema. Minions, Minions everywhere. It’s been a minute since we’ve seen a cinematic success of this magnitude and a marketing bonanza of equally epic proportion.
Mega marketing budgets and expansive (almost endless) partnerships are often part of the launch strategy for major theatrical releases, but this one felt a little different. A little bigger. A little more like a cultural tidal wave than a promotion for two hours of animated delight.
What was it about this launch, and this film, that had brands and moviegoers alike wanting to join the Minions mania?
Bigger than the box office
Ladies and GentleMinions, welcome to pop culture icon status.
Jen Kling is a brand and integrated marketer with more than 15 years of experience at some of the world’s most iconic brands specializing in strategy, culture and innovation.