Minions toy against blurred purple background.
NBCUniversal also tapped into its internal partners in a big way and was not shy to activate across its diverse set of platforms and programs.Adweek, David Becker/Getty Images

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?

It makes sense for major advertisers to reevaluate the field.

Bigger than the box office

VIDEO: Minions Opening Credits - The Office US
The Office

Ladies and GentleMinions, welcome to pop culture icon status.

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Jen Kling

VIDEO: Minions Opening Credits Side-by-Side Comparison - The Office US
The Office

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.