For two weeks in support of the launch of the latest Minions movie, Amazon shipped all of its US deliveries in yellow Minions boxes. Universal Studios partnered with Brandmovers to take this unique in-home experience and expand it into social and digital via a sweepstakes.
How it Works
When Amazon customers received their box at home, each box carried a sticker directing them to take a photo of themselves with their Minions box and post it to Twitter or Instagram with #MinionsBoxes. Through our integration with these networks, we pulled the images in, moderated them and posted them to a Minions-themed “photomosaic.” At the end of the entry period, we pulled random winners to receive Amazon gift cards.
Thousands of Minions/Amazon co-branded images posted to social networks, with each of them seen by the followers of the submitting users.