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Universal Pictures' "Despicable Me" campaign Agency: Varied/mobile app created by Crispin Porter + Bogusky About the campaign: Promotion surrounding Universal Pictures' animated film "Despicable Me" combines classic marketing channels (TV, print, radio, outdoor, etc.) with an innovative approach toward online, mobile, and branded partnerships. The film's interactive trailer and mobile application meshes nicely with the campaign's other messaging to create an innovative and unified experience. Why it's great: Big movie campaigns are famous for marketing across as many channels as possible, but there is a thin line between informing and intoxicating your audience. Like many films, "Despicable Me" made the most of classic media channels, but its online efforts and branded partnerships are what separate this campaign from the rest of the pack.