To celebrate the release of Despicable Me 3, Universal Pictures launched an exciting competition in partnership with Channel 7’s Sunrise as they searched for Australia’s most “Despicable” creation with the promotion broadcast across QMS’ digital network via an integrated social media feed.
Each day, QMS showcased the top 10 most creative ‘Despicable’ entries on a selection of our most iconic Melbourne digital billboards.
From Minion cakes to Minion cushion covers, using the hashtag #MYDESPICABLECREATION, QMS gave young creative innovators the chance to showcase their work on a seriously large scale as they went in the draw to win $20,000 for their despicable masterpieces.
The campaign was also pushed across Universal Pictures and Sunrise’s social media assets, incorporated into Seven’s TV broadcast and promoted on Instagram by a range of social influencers.
Suzanne Stretton-Brown, Marketing Director at Universal, one of the masterminds behind the campaign commented on the use of QMS, “We saw a great opportunity to work with QMS and capitalise on their digital technology to extend reach of the campaign beyond traditional screens. With UCG at the heart of this campaign it made complete sense to employ large visual formats.”
By broadcasting the social media entries across QMS’ digital billboards we have been able to deliver a truly integrated cross platform campaign that encourages Australian’s to share their creativity.