This is a mock entertainment marketing plan for the release of Despicable Me 2. It was created in fall of 2012 for my Entertainment Marketing course at Emerson College.

1. 1
DESPICABLE ME 2
Entertainment Marketing Plan
Trang Phan

2. Table of Contents
2
Executive Summary
Historical Info
Background
Directors/Writers
Talent
Competition
Target Audience
Issues/Opportunities
Positioning
Communications Points
Objective
Approach
Strategy
Publicity
Media
Digital
Synergy
Partnerships
Communications
Overview
Budget
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4
5
6
7
8
9-12
13
14
15
16
17
18
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20
21-23
24-25
26-31
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3. Executive Summary
This six-month entertainment marketing plan is for the theatrical release of “Despicable Me 2.”
The film is a sequel to the successful “Despicable Me” that was released in 2010 starring the
vocal talent of comedic actor Steve Carell. “Despicable Me 2” will be released on July 3, 2013.
The focal point of this plan is to use the key visual of the famous yellow minions to leverage
the loveable and fun themes expressed in the film. Summer 2013 is a busy season for
animated films. In order to stand out from the competition, “Despicable Me 2” will be
participating in an engaging and integrated campaign that will generate buzz among its core
audiences of and eventually spread to a global scale. The target audience for this campaign
are kids 3-11 years old and families with kids. The film will be tapping into the digital realm,
media, and partnerships in order to reach these audiences. We will be utilizing social media as
well as NBC Universal TV networks to distribute our message. In order to extend our reach
even further, we will be participating in partnerships with Coca-Cola, Habitat for Humanity,
Sonic Drive-In, and synergy with NBC’s “Saturday Night Live” for an even more effective
campaign.
The allocated budget for marketing will be $25 million with most of the money going toward
media. In order to measure the success of this campaign we will have to evaluate box office
sales, social media mentions, and overall publicity for the film.
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4. Historical Info
In 2010, the first Despicable Me film was a computer-animated 3D comedy that gained
the title as one of the memorable movies of the summer. The film grossed approximately
$543 Million worldwide. The storyline follows Gru, a protagonist villain, who adopts three
orphans as part of his evil plan but in turn discovers that the girls are apart of a bigger plan
of his self-discovery. One of the most recognizable characters from the film that have
contributed to the film’s brand image are the twinkie-like minion characters who serve Gru
and his children. These characters have been the official face of the film and function as a
familiar icon for families.
Despicable Me received positive reviews and was nominated for “Best Animated
Feature” at the Golden Globe Awards. The film took home a Kids Choice Award for “Favorite
Animated Movie.” The most notable fact about the film is its low budget of only $69 Million,
which is only half the budget of bigger films such as “Toy Story 3” and “How to Train Your
Dragon.” The studio cut back costs by scouting out new, up-and-coming talent and
directors instead of heading straight for the more well-known and expensive names. The
movie was very successful because of the directors’ decision to outsource postproduction
to lesser-known names in France and cut back on details not central to each scene. They
also utilized their resources within NBC Universal to create synergy and advertise exclusively
on NBC Universal channels. Shortly after the first film was released, production for the 3D
sequel started and soon after, the first teaser was released in March 2012.
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5. Background
Release
Date
July 3, 2013
Rating
PG :
for rude
humor
and mild
action
Genre
Family, Comedy,
Animation
Film Synopsis
The infamous villain Gru is back with a goal to take over the world.
This time, he has the support of his three adopted daughters as
they combat evil. There is a new villain in town that jeopardizes
every other villains’ plans of taking over the world. Gru’s beloved
minions are kidnapped! Gru and the gang must find a way to
rescue everyone’s favorite creatures before it is too late. The story
will feature the same familiar characters as well as some new fresh
villains and heroes.
Produced by:
Illumination
Entertainment
Distributed by:
Universal
Pictures
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6. Directors & Writers
The film is crafted from the same directors and writers that brought viewers the
first Despicable Me. Directors Pierre Coffin and Chris Renaud (shown below)
and writers Cinco Paul and Ken Daurio came back to work on the sequel. This
quartet of creatives have worked on notable animated films such as Horton
Hears a Who, the Lorax, and Hop.
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7. Talent
Steve Carell
--------------
Gru
Al Pacino
--------------
TBA
Kristin Wiig
--------------
Ms. Hattie
Miranda
Cosgrove
--------------
Margo
Russell
Brand
--------------
Dr. Nefario
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8. Competitive Landscape
Lone Ranger
07.03.13
Monsters
University
06.21.13
Phineas and Ferb
07.26.13
Smurfs 2
07.31.13
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9. Target Audience: Kids
Primary: Kids (3-5, Tweens)
The primary target audiences for this film are
kids from the preschool years to the tween
years. These kids have an income that is
dependent on their parents and have a high
influence on purchasing decisions. When it
comes to media consumption, they are one
of the biggest consumers of television with
an average of two hours of viewing on the
weekdays and three hours on the
weekends. These kids are in a multitasking
generation, which means that they will be
more likely to consume multiple media
platforms such as gaming, social media, and
TV. The kids in this segment are in school for
most of the weekday, but occupy their free
time by spending time with family,
consuming media, or playing sports.
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10. Opportunities for Kids
+ A fun, action-packed, animated comedy that will entertain
+ Create a topic of discussion among friends
+ Characters in movie are fun and relatable
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11. Target Audience: Families with Kids
Secondary: Families with Kids
These families are comprised of the traditional “nuclear”
family as well as the more modern non-traditional family
make up (same sex, single mom or dad, unwed families.)
Parent(s) are between the ages of 25-40. They are tech-
savvy and familiar with current trends. They value time with
their family and education. The parent(s) in this segment
are easily influenced by their kids, but are very well aware
of the value that they demand from brands. They have a
disposable income (avg. $50K) to spend on clothing,
entertainment, and travel. The families are not limited to
just parents but we also have to consider the grandparents
(some live in multi-generational families.) Grandparents fall
into the increasing Baby Boomer demographic. They are
retired or at the end of their working years so they have a
disposable and stable income. They are similar to parents
in that they value family first, but the difference is that this
older demographic have more leisure time and are more
motivated to get out of the house for entertainment.
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12. Target Audience: Families with Kids
+ A chance to reconnect with their kids in a hyper-connected world
+ The storyline has a heartwarming and positive moral themes
+ Steve Carell is the main character, guaranteeing that the film will be
enjoyable
and funny for all ages
+ The new character, played by Al Pacino will appeal to the older parents and
grandparents.
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13. Issues & Opportunities
Issues
+ Lack of support for the first film
+ Viewers are deterred because they believe that they will need to see the first film
in order to enjoy this sequel
+ Various competing films that are in the same genre will be released around the
same time. More specifically, animated films from Disney.
+ Younger kids audience does not have an affinity with the film characters
+ Competing studios (Dreamworks & Disney) have a more prestigious and popular
brand.
Opportunities
+ Nostalgic factor for the parents and kids who watched the first film
+ Use film to promote the TV spin-off that will feature Minions character (released
Dec. 2014)
+ Match or beat the first movie’s revenue
+ The cute-factor of characters will appeal and attract kids and parents
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14. Positioning
Despicable Me 2 is the animated feature of the summer that provides a
nostalgic and new fun experience with the familiar loveable minion
characters for kids and parents alike. Starring the voice talent of Steve
Carell and Al Pacino, Despicable Me 2 is an action packed animated
comedy that will have your favorite villains assembling to save the cute
yellow minions from evil.
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15. Communications Points
+ Starring Steve Carrell, the comedic actor will bring his wit and humor to this fun
feature.
+ Biggest Animated Movie of the summer that you can’t miss.
+ The Minions are back and better than ever!
+ Acting legend Al Pacino stars as a new villain that will stir up trouble.
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16. Objectives
+ Create engaging buzz-worthy campaign to attract new older audience as
well as familiar audience
+ Build brand recognition and push awareness and affinity for film on a national
and global scale
Tone
+ Cute
+ Funny
+ Heartwarming
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17. Approach
17
“Despicable Me 2” is premiering during the most competitive film season. The
challenge is to find a way to combat the competition from Disney and
Dreamworks so that the film triumphs as the unforgettable animated film of the
summer. “Despicable Me 2” is not your average cookie-cutter animated comedy,
it is full of positive moral themes, A-list comedic actors as voice talent, and cute
yellow minions found nowhere else. By using the film’s quirky unique comedic
spin on animated features, we will be able to stand out from the larger
competition.

18. Strategy
Display characters as loveable and relatable for both audiences in media
outlets. The minions and A-List voice talent are a recognizable property for the brand of
Despicable Me. They are essential characters who will be able to embody the film and
explain overall message of the film for the audience.
Utilize digital resources to engage with audiences to show brand persona
and characters’ personalities. Parents and kids are constant consumers of social
media. Reaching out to them via social media and apps will be a key way to get their
attention prior to the release of the film
Participate in partnerships to appeal to wider audience and create value for
audience. Create inviting opportunities for audience to experience the world of
Despicable Me in order to bring back brand recognition as well as drive awareness before
the release of the film.
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19. Publicity Tactics
Use talent for appearances on talk shows for publicity and promotion of film
Publicity tour with the cast of the movie to further engage the audience and
drive buzz for film. The cast from the movie will make appearances on the
following shows prior to the movie release: The Ellen Degeneres Show, Today
Show, Jay Leno, and Jimmy Fallon.
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20. Media
Advertising on major TV networks
Utilize resources from NBC Universal family by advertising trailers on channels
exclusive to the company. The ads will be featured on NBC, Sprouts,
Telemundo, MSNBC, and Hulu. The trailers will be shown through ads.
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21. Digital
Facebook Photo Share Contest
Six weeks prior to the releases of the
film, the official Despicable Me
Facebook page will post one still from
the film. Users who share the photo to
their newsfeed will be randomly
selected to receive a free pair of
tickets to opening weekend. This
contest will go on until the opening
weekend of the film. We will give away
15 tickets per day. This tactic will help
create social media buzz and the
photos are will be a sharable part of
each users’ profiles.
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22. Digital
One week prior to
opening weekend, we
will be holding a Twitter
Live Chat with the cast
of the film. Twitter users
will be able to log onto
their profiles and join a
live hang out with the
cast while they promote
the film. This will be a
great opportunity to
showcase the cast and
their personality as well
as promoting the film.
TwitCam Live Chat
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23. Digital
The Minion App will be targeted towards kids since they are big users of tablets and
mobile devices. The app will feature exclusive content for the film such as trailers,
photos, and interviews. The fun aspects of the app for kids will be a Minion Maker
feature that allows users to make their own personalized minion. Another game
featured on the app will be Minion Search, an “I Spy”-like game where players will
have to look closely to find and rescue the minion within a crowded mess. This
interactive app will cater to kids needs and entertain as well as provide content for
the film.
Minion App
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24. Synergy: NBC – Saturday Night Live
In order to take advantage of the resources under the NBC Universal family,
Despicable Me 2 will take over one of the popular watched show on NBC,
“Saturday Night Live.” SNL is known for their fun and relevant guest stars. The
film will partner up with SNL to create exclusive content for the show’s famous
Digital Shorts as well as provide a fresh new trailer for the film.
+
+
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25. Synergy: NBC – Saturday Night Live
For this synergy partnership, the show in June will feature Steve Carrell as the guest
host. Carrell is a well-known comedic actor that will provide great talent to the
show. This appearance will help promote the new film and raise awareness and
affinity for his personal brand. In addition to having Carrell guest host the show, the
minions will also be featured on a digital short to show a full integration of the show
and film. At the end of the show, there will be an exclusive trailer while the end
credits are rolling. The show is targeted towards an adult demographic, so this
synergy project will help appeal to parents or older siblings of kids in order to bring
awareness to the film before its release.
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26. Partnership: Coke
This partnership with Coke will help the film reach its audience where they are
found most: in grocery stores. Coke’s mission is to inspire moments of
refreshing happiness and the film’s goal is to entertain and provide happiness
for its audience. Together, both of the brands will work to spread happiness to
families everywhere.
+
=
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27. Partnership: Coke
For a limited time, twelve packs of mini Coke cans will contain one special edition
printed Minion design. Consumers who have one Minion Coke can take the code
from the can and log onto the Coke Microsite to see if they won a trip to Universal
Studios. To enter the code, users must also provide their email address in case they
win the trip. This can later be used after the movie is released on DVD to drive
awareness back and announce the release of the DVD. The goal of this is to drive
viewers to raise awareness about the movie. This tactic will also create more
awareness for the film because the Coke packaging can be seen in all grocery
stores. It also provides an incentive for shoppers to purchase a pack of Coke in
order to receive a chance to win a trip of a lifetime to Universal Studios in Orlando.
The package includes airfare, 3 night hotel stay, and tickets for 4 to Universal
Studios in Orlando. At the end of trailers for the film, there will be a quick spot to
mention this partnership and deal to the public, which will ultimately drive them to
see the film.
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28. Partnership: Habitat for Humanity
+
The film’s core message of family and teamwork is perfect for a partnership with
one of the biggest non-profits in the US, Habitat for Humanity. We will come
together to hold a nationwide “Be a Minion for a Day” event where volunteers can
help build a house at a Despicable Me themed event.
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29. Partnership: Habitat for Humanity
“Minion for a Day” is a volunteer event that will benefit both the film and Habitat for
Humanity by bringing awareness to both parties. Participants who help build houses will
receive a voucher for a free movie ticket. The event will feature dressed up Minion characters
to help volunteers so they can feel immersed in the Despicable Me world. Having the dressed
up characters will bring a lively tone to the event and bring awareness to the film. The event
will be catered by Sonic and Coke beverages, which will help boost the awareness of these
brands who are also partnering with the film.
This is an event that will provide parents an opportunity to teach kids the importance of
giving back to the community. In addition, parents can use this event as an opportunity to
spend time with their kids. The IP of the film will help Habitat for Humanity rally volunteers for
the event. Our PR team will pitch this event to entertainment news sites for extra coverage and
publicity. At the LA location for the event, the cast members will be making an appearance and
help participate in building the house with volunteers. The event will help promote the moral
theme of family and teamwork, both things are part of the film and the non-profit’s mission for
its audiences.
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30. Partnership: Sonic Drive-In
Sonic Drive-In is America’s popular fast food chain that provides quality service
with car hops. The company’s mission statement is to provide quality drive-in
service with a fun twist, making them the perfect food partnership for the film.
They are one of the few restaurants that is exclusively a drive-in and a
partnership with the film will bring the Drive-In concept to life for Despicable Me
lovers and Sonic patrons alike.
+
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31. Partnership: Sonic Drive-In
For a limited time, kids have the opportunity to collect Despicable Me 2 toys that will be
included at Sonic via the Kids meal Wacky Packs. Each toy will be a plush collectable of a
Minion in the shape of the iconic tator tots found exclusively at Sonic. The toy will have an
exclusive code that they can enter into the Minion App. The code will allow each car to stream
the first Despicable Me one time through the app. Families who visit Sonic will be able to view
the movie from the comfort of there car while enjoying Sonic food.
This partnership will help drive sales for the fast food chain and drive awareness of the
movie among families and young children. Fast food locations do not retain their patrons at the
location for a long time since they pride themselves on quick service. However, to bring the
classic “drive-in” idea to life, this partnership will allow Sonic guests make an event out of their
visit. What was once a quick drive thru experience will now be extended to a family-centered
movie viewing experience. This event at Sonic will help raise awareness about the new film.
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32. Communications Overview
January
February
March
April
May
June
July
Publicity
Partnership/
Synergy
Digital
Media
Minion
App
FB
Photo
Share
TwitCam
Talk
Shows
Coca-
Cola
Habitat for
Humanity
Sonic
SNL
Advertising
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33. Media
Non-­‐Profit
Overlay
Synergy
Research
PromoJons
Digital
Budget
$25 Million
57%
8%
6%
2%
19%
9%
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34. THANK YOU
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