Universal Pictures has rolled out a mobile-controlled, personalised, geo-specific Digital Out of Home campaign to promote the theatrical release of Despicable Me 2. The campaign, spanning five to span 5 European – the UK, France, Spain, Norway and Finland – will run on Clear Channel’s network of digital screens in shopping malls, inviting consumers to control and personalise the on-screen creative via their mobile phone.

The campaign was conceived by Clear Channel, planned and coordinated by TED@MediaCom and powered by an app designed and built by Grand Visual. The creative technology solution links input from SMS or a web app to prompt more than 30 animated sequences that make up the interactive experience.

The execution features Gru’s mischievous Minions tapping their feet impatiently with the call to action to text a command to see them dance, wrestle, play, build or boogie. Users text any command along with their name to a shortcode, and seconds later the Minions act out the instruction accordingly with an on-screen thanks to the named participant.

OpenLoop, the Digital Out of Home campaign management dashboard, powers the real-time interaction, and personalises the copy and playout in a mall-specific, geo-targeted response. In another media first, users are sent a text linking them to a copy of their personalised Minion film, which they can share socially online.

The campaign is running on 259 digital screens in 51 shopping malls across the five countries. The interactive experience is supported by additional static and digital formats in close proximity to participating malls. The outdoor campaign is fully integrated with Universal Pictures’ social and online channels, and there’s also an online version of the game that replicates the experience here. 
“This kind of creative execution shows the potential multimedia campaigns have when using out-of-home to engage, stimulate and interact with audiences via mobile devices,” said David Roddick, Clear Channel International sales director. “It captures the personality of the minions and brings the movies character to life for cinema-goers of all ages, communicating a compelling message about how much fun the Despicable Me franchise is. Were proud that Clear Channel was able to devise the concept and work alongside Grand Visual, Group M and NBC Universal to deliver for an international audience in five countries.”