Despicable Me 2 appear in advertisements for the national responsible fatherhood clearinghouse.

With the focus on Gru as the featured dad and his three adopted daughters, the ads communicate the important role that fathers play in their children’s lives.

The television, outdoor, radio, and social media public service announcements further direct people to the NRFC website, for more information. The ads are bilingual, in English and Spanish the two most commonly spoken languages in the United States.

I liked the lending of likeliness to a campaign such as this, it has an important message that family members of all ages can relate to. It leads to discussions with fathers and their children, as well as an opportunity to enjoy the film together. These ads were launched in May 2013, before the films release.

(Sources: http://fatherhood.gov/content/nrfc-and-despicable-me-2)

Teaser trailers last under a minute and are released months and in some cases years before a film is released. Teaser trailers are a unique marketing tool to used build up hype and buzz around a film to ensure its success. Despicable Me 2 launched a bunch of these trailers back in 2012. Here re a couple of examples:

A theatrical trailer is usually longer and gives away more plot detail then the teaser so audiences know what the film is about and what genre it is defined as so they can decide whether they want to see it. Considering Despicable Me 2 is a sequel, this is very important as some of the previous audience may not wish to see the film. This could be because they are older or they may not like the idea of a sequel.

And final trailers are normally the ones that give most plot detail and are highest in length used to promote the film just before it is released and are normally attached to films in theatres just before the final release date.

The minions, again took centre stage with the trailers, their iconic mascot status allowed for immediate recognition to the films debut. In alignment with the existing marketing campaign, trailers are essential to whether people will see the film or not.

(Source: http://youtube.com/watch?v=AuzyODgWRp4)
(Source: http://youtube.com/watch?v=vBXE402ki90)
(Source: http://youtube.com/watch?v=1EEHUR-7XLE)
(Source: http://youtube.com/watch?v=BnKmpgnCsa0)
(Source: http://screenrant.com/despicable-me-2-trailer)
(Source: http://www.comingsoon.net/films.php?id=92833)

It’s no secret that McDonalds connects with upcoming children’s films to promote their happy meals. This association has been long running and provides mutual benefits for McDonalds and the films distributor.

Below is a clip advertising the despicable me 2 happy meal promotion.

Whilst on YouTube, I also found heaps of videos devoted to the actual minion toys. This allows for seemingly innocent exposure for the film and their branded toys. Here is an example of one persons collection of minions. Or army if you prefer:

This brings up the age old debate, is it right or wrong to entice children with the prospect of a toy with their meal. After all, the happy meal does need to meet basic health requirements to be sold. Though, without the toy, is that still enough to make children want the happy meal?

(Source: http://www.youtube.com/watch?v=WKlHZ_mQm34)
 (Source: http://m.youtube.com/watch?v=WAX1d4S7uG4)
(Source: http://www.fitsugar.com/Banning-Happy-Meal-Toys-Good-Idea-Bad-Idea-11802331)

Universal Studios have created an advertisement like no other. A 55ft minion shaped blimp has been touring the US skies to promote Despicable Me 2. This innovative way of catching people’s attention with the “Despicablimp” could quite possibly allow Despicable Me 2 to float (I know, bad pun) to the top of box offices.

There are endless marketing opportunities with the blimp connect this giant balloon to the digital world. For example, spot the blimp, tweet about it /instagram/vine the giant minion blimp with the hash tag #despicablimp. Or encourage users to check in when they are in range of the blimp.

Additionally, as a part of the actual campaign, there is a website devoted to tracking the despicablimp. Visitors to the site are encouraged to upload photos to Facebook and twitter,  which are then streamed to the website.

It’s a shame that this promotion is only being done in the United States. This is mainly a cost issue, as it would cost a large about of money to create the blimp, employ the trained crew to fly it. However, with the popularity of the Internet, other countries are able to check the progress of the blimp.

(Source: http://www.despicablimp.com)
(Source: http://www.generalaviationnews.com/2013/05/exploring-the-despicablimp)

Leading up to the release of Universal Studios Despicable Me sequel, Despicable Me 2, an integrated marketing campaign has been launched to ensure the world knows of the films release. The yellow pill-shaped creatures are on billboards, bus ads, and commercials. They have their own upcoming attraction at Universal Studios Hollywood (they’re already at Universal Orlando), themed hotel suites, video games and much more.

No longer used as background entertainment, the minions are the essential to the marketing plan for Despicable Me 2, appearing in almost every ad for the film.The bumbling gibberish and clumsy nature of the minions easily translates across cultures and ages to win over fans.

The Los Angeles Times recently published an article on the success of the minions, which twice praises the characters’ simple design and says that even children can draw them. But it’s more than just the “simple, graphic nature” of the minions that makes them a success with audiences. Their childlike mannerisms are a brand of humour that translates to almost any demographic.

The downside to the minions popularity is the risk of overexposure, the minions could become a popular marketing model for animated films; the minions’ increase in popularity grew from audience response to the first film. This shows that even in the modern era of movie sequels, prequels, spin-offs, remakes and adaptations, people still value and reward original thinking and creations.

(Source: http://www.latimes.com/entertainment/movies/moviesnow/la-et-mn-despicable-me-2-20130702,0,7055888.story)

Despicable Me 2 was released in cinemas on the 20th of June 2013 in response the the highly successful Despicable Me (2010). The movie was distributed and produced through Universal Entertainment.

Due to the popularity of computer generated animation, film companies are able to produce more animated films than ever before. This creates more demand for animated films and can lead to more revenue generated for companies.

As a result, this can lead to films lending their characters to various companies in order to promote their business and in addition the movie. This has been the case for Despicable Me 2. Other companies, such as McDonalds, have used the iconic “minion” characters to promote their happy meals products. This blog will analyse Despicable Me 2 and their integrated marketing campaign.