The studio created a Snapchat filter that would allow users to give their dogs and cats animated mouths and voices in the app. “Do your pets compete for attention when there’s a new in the house?” “Guess who’s trying to be the family favorite… SUSHI!!!!” read the caption for the post, which got 3.4 million likes. In a paid Instagram post last week, for example, Kim Kardashian West put up a photo of herself in a revealing black dress, next to a jarring image of her fluffy dog in the same outfit. The yellow, gibberish-spewing Minions from those movies have been used to sell Tic Tacs, paint and Chiquita bananas.īut even in an industry packed with out-of-left-field branding initiatives, some of the stunts for “Pets 2” have stood out. Hence the need to generate as much attention as possible before opening weekend.įlooding every available advertising space is a familiar concept for “Pets 2” animation studio Illumination, the NBCUniversal-owned company behind the “Despicable Me” franchise and its “Minions” spinoff.
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