We placed the Minions at the heart of the campaign and invited people to control them on-screen using their phone!

Mobile interaction via SMS commands or a QR code activated web app, instructed the Minions to dance, wrestle, or play, with an on-screen thanks to the named participant.

Live interaction was enabled by OpenLoop, which also delivered a copy of their personalised mini-film to their mobile handset for social sharing.

By using Digital Outdoors full creative and technological toolkit, the campaign integrated user-centric content across mobile, online and social - delivering a rich cross platform experience for a broad audience.

The campaign ran on 259 interactive screens in 51 shopping malls across the UK, France, Spain, Norway and Finland, and delivered an audience of 11m people. 25% of people who interacted with the screens shared their experience with friends and family online.

Despicable Me 2 leapt to the top of the global box office charts on its opening weekend and remained there for 2 weeks. Surpassing its predecessor, the sequel grossed over $970 million worldwide, and became the second-highest-grossing animated film of 2013, and broke the record as the most profitable film in the 100-year history of Universal Studios.