This was a Facebook driven campaign which asked consumers to go out and find a Despicable Me phone box, take a picture high-fiving it and upload to the Facebook page to be in with a chance of winning a Despicable Me Monopoly board and a copy of Despicable Me 2 on DVD this Christmas. Essentially a share to win mechanic. It encourages fan engagement and also gets consumers to create Facebook content for free – savvy. Is this something that we could ask our Lanson, Skittles and Starburst fans to do?
The public have become very fond of the minions from the film, so heroing them on the phone box poster is a great way to grab the attention of passers-by, with the DVD sales message being secondary at the bottom of the poster. 
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