Universal Studios’ Minions, from its Despicable Me franchise, have permeated pop culture, appealing to both kids and adults alike. Working with Wavemaker, the company found that more than half of Minions product searches came from Amazon. So, for the launch of Despicable Me 3, the team partnered with the ecommerce site to have Minions invade whitelisted categories (such as Toys, Books and DVDs) in a custom overlay within category drop-down lists. The characters also took over the site’s customer review section and converted all of the star ratings into Minion icons. The team even integrated the film’s characters into IMDb, with ads on the Despicable Me 3 page directing people to a custom hub on Amazon that housed movie trailers and franchise products for purchase.