“Minions’ Amazon Stars Takeover”
To promote and drive ticket sales for Despicable Me 3, Universal Pictures partnered with Amazon on a first-of-its-kind global takeover of the trusted star rating system. We identified the most relevant products for our movie-going audience on Amazon.com and replaced their stars with Minion characters - 5-star reviews became 5-Minion reviews. The execution was flawless, with Minion ratings seen by millions of shoppers across the US, Canada, and France.
The campaign won a Gold Clio in 2017 for innovation and creative excellence in advertising, design, and communication.
