From Méqui 1000 to Roda Rico, discover the main marketing actions in the capital of São Paulo.
Gru, Lucy, Margot, Agnes, Edith and the Minions are back for another adventure in ‘Despicable Me 4’. To celebrate and promote the release of the film, which hits Brazilian cinemas today (4), several promotional activities are taking place throughout the country. ADNews has separated the main activations of Illumination’s new feature film and brings you a complete list. Check it out below:
Mequi 1000
The iconic McDonald’s on Paulista Avenue in São Paulo has been transformed into a giant Minion to offer customers an immersive experience. With a photo-perfect decoration, the fast food chain has published a video about the new look of the Méqui 1000, which you can watch below:
Wheel Rich
(Photo: Disclosure/Roda Rico)
Already Wheel Richthe largest Ferris wheel in Latin America, located in Cândido Portinari Park, next to the Villa-Lobos Parkchildren can take photos on the banner located in the Events Square. Since the film is about family, there is nothing better than taking a ride on the Ferris wheel with friends, family and pets in one of the four cabins themed to the film. To board the Rico Wheel, purchase tickets at Sympla portal.
Fans of the saga will also be able to plan to take photos at the free meeting with Gru and a Minion on July 7th and 13th, from 10am to 1pm.
Roda Rico, located at Av. Queiroz Filho, 1365, Vila Hamburguesa, in São Paulo, is open from 12 pm to 7 pm on Tuesdays and Wednesdays. On Thursdays, Fridays, Saturdays, Sundays and the 8th, 9th and 10th, the ride is open from 10 am to 7 pm. More information can be found at official profile from Roda Rico on Instagram.
Villa-Lobos Park
Universal, VML and NEOOH join forces to promote ‘Despicable Me 4’ at Parque Villa-Lobos (Photo: Disclosure/NEOOH)
And you don’t have to go far to enjoy the next activation, as Parque Villa-Lobos has also prepared a special action to promote Despicable Me 4 in partnership with Universal, VML and NEOOH. A customized totem with QR Codes was installed, which, when scanned, take visitors to an exclusive and free game, developed by Aioros, a NEOOH Group company specialized in gamification, where players must find as many “Grus” as possible before time runs out.
“Our proposal is to bring entertainment to the whole 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”, highlights Leonardo Chebly, CEO of NEOOH.
To liven up the place even more, a giant inflatable Minion is present in the park. The entire digital media circuit at Villa-Lobos features personalized calls for the film, increasing the visibility of the activation and impacting practically all of the park’s visitors.
Despicable Me 4
In the new film in the franchise, Gru and Lucy face new challenges with the arrival of Gru Jr., whose main goal is to cause trouble for his father. In addition to family complications, Gru must deal with a new pair of villains: Maxime Le Mal and his girlfriend Valentina.
*Cover photo: Disclosure/NEOOH
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