The action is part of the premiere of the film “Despicable Me 4”, by Universal Pictures
VML and NEOOH have created several activations at Villa-Lobos Park in São Paulo to present the arrival of “Despicable Me 4” in theaters. The action will be available until July 4th.
In one of the park’s busiest areas, a giant inflatable Minion draws visitors’ attention. In addition, around the installation, a customized totem offers QR Codes that lead to an exclusive game inspired by the Universal Pictures film, with free access and transforming the user’s smartphone into a joystick. In the game, developed by Aioros, a NEOOH Group company specializing in gamification, participants must find as many “Gru’s” as possible within a set period of time.
To expand the reach of the activation, the entire Villa-Lobos digital media circuit features personalized announcements for the film. “Our proposal is to bring entertainment to the entire family, creating moments of fun and interaction through OOH media. These actions were strategically designed to generate curiosity and interactivity, increasing the public’s contact with the film’s launch”, explains Leonardo Chebly, CEO of NEOOH.
