BEST BUY + DESPICABLE ME
Universal Studios + Best Buy wanted to do something tech-y, never-been-done-before, entertaining and integral to their first film "Despicable Me."
It had to be big, and help make the movie a hit.
So we invented second-screen technology.
"Best Buy Movie Mode" was the first in-theater interactive smart phone experience, translating "minion-speak" in real-time and giving viewers an even richer experience.
Director Chris Melondondri loved it so much he created all new additional scenes.
It launched the biggest animated film franchise in history, and tripled Best Buy's most optimistic download numbers.