Saga of the Minions

I was interested in the “Minions: The Rise of Gru '' marketing techniques because of how it was marketed on TikTok and other social media platforms, as well as luring Gen Z to attend the movie. They created interest by using a big rap star, called Yeat, and created a Minion IHOP menu to lure in Gen Z. Audiences' enthusiasm toward the movie surprised movie theater owners of the unexpected large attendance compared to the last two years due to the pandemic. 

The first main point of the article was that the franchise is a known quantity to Gen Z. Most of Gen Z grew up watching the two other movies in the franchise, Despicable Me and Minions.  They have their own childhood experience of watching these two movies growing up. Another main point of the article was they have an A-list voiceover cast. Big celebrities like Steve Carell, Julie Andrews, and Taraji P Henson were used to give credibility to the film. The third main point of the article was that the Minion characters encouraged large groups of people to congregate. As seen on TikTok, large groups of men dressed in suits and carrying bananas have fled into theaters nationwide to watch this film. Many TikTok users are seeking movie theaters to watch this movie due to the hype that has been created. There has been a mixed response by theater owners as some audiences have been unruly and difficult to manage. 

The Value Proposition of Universal Studios is to provide memorable entertainment to different audiences. The unique benefits that Universal Studios delivers to their customers include using special marketing tactics, utilizing A-list celebrities to star in their films, and creating characters that everyone will remember. A promise that Universal Studios makes to new and existing customers is that they will always produce a quality film. They always ensure that their customers have a memorable experience when watching their films. Universal Studio's competitive advantages are producing films for diverse audiences and creating amusement parks with intricate rides, amenities, and merchandise. 

There are multiple marketing campaigns that Universal Studios used to promote this film, “Minions: The Rise of Gru ''. These campaigns include multiple brand partnerships with popular companies, such as IHOP, Target, and McDonald’s. An unexpected sales strategy, which went viral worldwide, was utilizing TikTok. TikTok allowed consumers to watch entertaining videos of men dressed up in suits to watch the film, endorsed the IHOP Minion menu, and promoted the Minion x Year song. 

The challenge the company faced was keeping the Minions relevant after three movies. Now, the challenge that Universal Studios is trying to overcome is controlling the public when watching the film in theaters because of the reckless teens that congregate in large groups and rave. To control this challenge, the theaters have been calling the police and canceling the film to ensure the safety of others.

The marketing approach that they used was new because they utilized a rapper named Yeat that appeals to Gen Z. Yeat's song is edgy and lit which entices the younger generation to listen to it over and over again. This approach appeals to a variety of different audience age groups because Universal Studio's Marketing Team used different forms of social media to create and build up the excitement until the movie was released. If I was hired as the brand manager of this film and franchise, I would have included more big-name celebrities to promote the film. Their marketing strategy is one of the most successful ways to promote a film and achieve a record number in attendance. Using TikTok, forming brand partnerships with companies and celebrities, and making music related to the film itself created this masterpiece of a marketing campaign.

How 'Minions' Became a Gen Z TikTok Storm - The Washington Post