Mumsnet is set to launch an integrated advertising campaign to promote Despicable Me 2 on Monday 24 June, which will include a logo takeover.
The yellow Minion characters from Despicable Me are set to hi-jack the website, changing the site to ‘Minionsnet’, ahead of the film’s UK release on 28 June.
Carrie Longton, Mumsnet co-founder, said: “We’re excited to be working on this media first for the site and think the Mumsnetters – or should we call them Minionsnetters this week? - will love the idea of cheeky Minions taking over the homepage and logo. The campaigns that work best on Mumsnet are those that are creative and really engage the Mumsnet community, and the activities we have lined up for the Despicable Me 2 campaign will do just that.”
The site takeover is part of a fully integrated campaign, including advance screenings of the film for 400 Mumsnet users in Manchester and London, online competitions and on-site advertising.