Asda and Universal Pictures partner for Minions madness with Momentum Worldwide

Asda and Universal Pictures have partnered to host a raft of activities to promote the studios new film Minions, designed and created by Momentum Worldwide. The box office hit has already grossed north of £40m in UK cinemas and over $300m in the US.

The partnership, fostered by Momentum Worldwide as Asda’ s Retailtainment agency, has seen in-store activations at 170+ stores across the UK, including ‘Minion Me’ face painting stations and a ‘Find The Minions Through Time’ in-store hunt using specially designed, Minion themed reveal goggles.

The activities culminated last weekend in a huge experiential activation at the Asda Trafford Park Supercentre, including a super-sized inflatable castle, 360 square feet, for kids to hunt for Minion King Bob’s crown. There was also a unique opportunity for families to meet and have their photograph taken with real-life minions, and a chance to win a trip to London.

Sophie Cooper, Events POS & Retailtainment Manager, Asda, said; “Momentum Worldwide have planned and executed a detailed and fun suite of Minions activities across 173 stores for our partner Universal Pictures to promote the summer blockbuster Minions. The agencies attention to detail and care in bringing the experiential portion of this partnership to life has been brilliant.”