Despicable Me: Minion Mayhem
Working with BLT Communications, I was brought into the team brainstorming ideas for a Facebook app to promote the new “Despicable Me: Minion Mayhem” attraction at Universal Orlando Resort. I was specifically selected to join this team due to my experience with the theme park industry and fan base. Since I was familiar with the concept of the minion dance party at the end of the attraction, I developed the concept for an “online, never-ending, minion dance party” experience. Users were invited to submit video of themselves dancing with provided music. Those videos were then collected into a database to create a constant feed of fans dancing with the minions. The concept was pitched to Universal Orlando Resort and selected as the winning concept for the campaign. This app provided an online, at-home version of a piece of the actual attraction to entice potential guests to the park and experience the real deal for themselves.