Emerald managed a large-scale promotional campaign for MINIONS & MONSTERS from Illumination and Universal Pictures, providing extensive costume, event, influencer, and experiential support throughout the campaign. Emerald played a key role in supporting Universal’s internal initiatives while developing and executing additional promotional opportunities to expand audience engagement.

The campaign included coordinating over 500 invitations for the yellow carpet premiere, managing a private screening in Santa Barbara for a cast member, supporting an influencer fan event at the TCL Chinese Theatre, hosting a promotional screening, and sending out influencer promotional packages. Costume initiatives included promotional shoots, on-air appearances, brand activations, partnerships, the premiere, a kid’s creator camp, Universal Home Entertainment’s Digital Showcase, and Universal employee initiatives.

Emerald partnered with more than 40 influencers, generating over 3 million social media impressions, while also activating partnerships with radio stations, colleges, youth nonprofits, nerd communities, and Gen Z-focused organizations. With more than 100 staff members deployed across screenings, premieres, activations, and live events, Emerald delivered a comprehensive campaign that supported Universal’s goals while creating meaningful fan engagement opportunities across multiple audiences and touchpoints.