#TBT: Minion Invasion
Posted on April 07, 2016
Every Thursday, we're going to open up the Clearbox archives for a trip down memory lane. This week, Chloe tells all about that one time, in Dublin, when we sailed Minions down the Liffey. The summer of 2015 at Clearbox is memorable for many a reason, but none more so than our superb experiential campaign for the team at Universal Pictures Ireland with a certain Minion Invasion. We helped bring the colourful characters to Dublin's Fair City - literally, with a visit to the set of RTE's Fair City among many other locations. It was a painfully early start with a 4am wakeup call for a 5am boat launch onto the Liffey. Kevin, Bob and Stuart took to their little yellow rowing boat (we'd had it painted specially!) and sailed down one of the world's most famous waterways to officially launch The Minions Movie. Accompanied by the Clearbox team and a photographer in a speed boat, early rising Dubliners were treated to a sight they'll never forget… Fresh off the boat, the Minions made their way to TV3's Ireland AM studios to bring some banana-powered mayhem to presenters Mark Cagney and Sinead Desmond. A quick boogie in the TV studio's kitchen and it was off to the next stop on the Minion Invasion - Temple Street Children's Hospital. We had a lovely time visiting the children and families in the hospital - the Minions were treated like the celebrities they are with selfie opportunities aplenty. After a quick banana break, the the next stop was the centre of Dublin's O'Connell Street, checking out the GPO and looking up The Spire. The excitement then continued with our best attempt to cram all three Minions onto the Luas, alongside the bodyguard who was looking after them for the day. No mean feat. The tourist sightseeing was followed up with a trip to RTE's Fair City set (which was AMAZING) before some spontaneous pop-ins to our friends at Spin1038 and 98FM. Approximately one billion photos later, it was 4pm and the invasion was heading towards the finish line. A brief stop at Government Buildings to see their pal Enda and a trip to Dublin Zoo rounded off the day for the Minions. Of course, during all the fun and excitement, we were hard at work getting photos and other content to media around Ireland, helping document the Minions' journey and publicising the launch of the film. 15 pieces of coverage in national print, online and broadcast channels across Ireland with nearly 20,000,0000 opportunities to see or hear about the Minions movie accompanied hundreds of thousands of social shares to make the campaign a huge success. All-in-all, this throwback seems like years ago. It was my first proper project at Clearbox and reflecting on the day, all activities and all the food that we gorged that day - it was a fantastic, hilarious, manic, tiring and emotional day and I wouldn't have wished for it to be any different. A truthful and amazing insight into PR for a budding intern like myself!