To promote and drive ticket sales for Despicable Me 3 in an innovative and original way, Universal partnered with Amazon on a first-of-its-kind takeover of our trusted star rating system. We used a whitelist method to identify the product pages most relevant to our movie-going audience on Amazon.com, and replaced their stars with Minions characters. 5-star reviews became 5-Minion reviews. The execution went off without a hitch, and the Minions rating were seen by millions of shoppers across the US, Canada, and France.
This campaign won a Gold Clio in 2017. The Clio Awards annually recognizes innovation and creative excellence in advertising, design and communication and is judged by an international panel of advertising professionals.
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