Despicable Me 2 Interactive Screen

There's something really cute about using interactive screens to connect with a user. No matter how old we are or how much we don't want to admit it, we all want to play on them. Even if whatever the interactive screen is has nothing to do with you, you're gonna be intrigued and play on it a little anyways. Or you're at least gonna want to. This is something that isn't seen as often as most other forms of advertising, but it's gradually increasing it's presence.
For the digital creative agency TVGla, promoting the movie Despicable Me 2 involved the use of such screens. They were placed in malls across Europe, and gave shoppers the opportunity to customize the actions of the lovable yellow minions in the movie using your smartphone. The fanbase for this film falls within a younger demographic, so this campaign targeted kids and parents.  Even if you've never seen the movie ( I haven't), everyone knows who the minions are and is going to find an interactive screen like this interesting, possibly enough to give it a try.