Minions. They’re everywhere — and definitely all over the place on social media. In concert with the release of the Minions movie, many brands used the adorable creatures in their social campaigns.
According to Unmetric, McDonald’s, TicTac, Jell-O and Puffs were among the most engaging brands discussing Minions.
Lux Narayan, CEO of Unmetric, described how brands have contributed to the discussion, fueled by Gru’s Minions:
Minions is yet another great example of how a summer blockbuster can, for a time, drive the cultural conversation among brands and consumers. This data reinforces the importance of engaging with international audiences and how marketers can look to the social signals of other brands when planning and creating any type of larger campaign.
Let’s take a look at some of the best content from the aforementioned brands — as measured by Unmetric’s Engagement Score.
Mickey D’s used the #MinionsAtMcDonalds hashtag and survived a controversy over an alleged swearing Minion Happy Meal toy. Unmetric found that some of the company’s most engaging content regarding Minions didn’t come from the main Twitter or Facebook account, but its international pages.
McDonald’s Thailand Facebook page had a post contest, asking people to post pictures of their Minion toys with their food. As of July 15, the post had nearly 100,000 likes, more than 2,000 shares and 2,000 comments.
TicTac used a few hashtags: #tictacminions, #tictacglobal and #tictac.
Knowing that Minions are pretty much TicTac-shaped, the company has put out special yellow TicTacs and promoted the product via social.
Jell-O has been using the film’s stars to promote Minion Jell-O Jigglers, using just a simple #Minion hashtag.
Similar to Jell-O, Puffs didn’t use a special branded hashtag, sticking with just #Minions for their posts. The facial tissue brand was promoting its special edition Minion tissue boxes.
Top image courtesy of Minions on Facebook.