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Universal?s Minions a strong match for emoji keyboard frenzy

Universal Studio?s Minions film released an emoji keyboard prior to its box office opening, adeptly leveraging the lovable qualities of the film?s characters to support the franchise and let users have fun with the brand.

The animated prequel to the Despicable Me films has generated a fan frenzy, especially surrounding the main characters, likely due to the adorableness of the creatures, their comedic antics and amusing Minion language. The keyboard app comes equipped with a various range of content for users to share with friends across numerous platforms such as WeChat, Kik and Tango 

"Emoji keyboards and branded sticker campaigns across the Swyft Partner Network allow marketers and advertisers to connect with teenager and millennials in the places where they spend the most time, within messaging apps," said Evan Wray, co-founder, general manager and vice president at Swyft Media, the developer behind the Minions keyboard application. "On top of that, there is the added value of creating a marketing campaign that is centered around social sharing. 

"With every new user that downloads the Minions emoji keyboard, comes a new network of friends and family members to whom this user can share the Minions emoji," he said. "It is almost as if the advertiser is creating their own little army of minions who are promoting their message.

"The marketing ripple effect is huge. Who doesn't love the Minions, working with a hugely recognizable brand such as Minions definitely is an aspect that lends itself to a successful campaign." 

Mobile Minions
The Minion?s emoji keyboard gives users the tools to generate promotion for the film themselves. This creates a more organic method of marketing, by letting users share and have fun with their friends it lets the brand take a back seat. 

Fans are much more receptive to any form of content that is shared with them through friends or family, rather than the brand. Users sending Minion emojis and content to each other can create a significant buzz for the movie and franchise. 

Universal only gave consumers the tools in which to do so.. Users download the app, developed by Swyft, and install within settings. 

Following installation, mobile messaging users can share Minion content to their friends such as a range of Minions images with common phrases the characters are known to say, as well as GIFs and branded stickers.  
The Universal characters may have a stronger pull than most brands to create an emoji keyboard. 

The first Despicable Me animated film, although geared for kids, became a favored film for numerous fans spanning all demographics. Universal was keen to realize the Minions had franchise potential and developed two following films, in the Despicable Me realm. 

The latest installment is the Minions film, which released in theaters on July 10 and made $115 million in its opening weekend, making it the second biggest animated film opening ever.  

Emoji effectiveness
The Oprah Winfrey Network also made waves in the emoji world by introducing videos into an emoji keyboard to encourage fans of Tyler Perry?s The Haves and Have Nots to share content while having fun with the show and building awareness (see more). 

Also, Time Inc.'s culinary publication Food & Wine launched an emoji and branded sticker keyboard application to expand its consumer reach and become a staple in the food-and-beverage culture of mobile-savvy consumers (see more). 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer