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Special Project

Special Project
From the 15th Annual Shorty Awards

Grudio 54 - Roller Skate Dance Party

Entered in Event & Experiential


GRUDIO 54 was a great example of not just bringing awareness to the Minions: Rise Of Gru soundtrack but allowed us to create meaningful partnerships and relationship building and showing people our capabilities. Not only do we make good music, but this was a chance to showcase what our marketing team is capable of, especially as we continuously strive to build and push the limits of our creative marketing efforts and experiences. The collaborations included Amazon Music, DiscOasis, and experiential agency Ideaison, and we made a special D2C sale of our product.

Strategy and Execution

Involvement included Amazon Music, DiscOasis, Ideaison (experiential marketing agency), NBC Universal / Illumination, and Verve Records. We connected with social media influencers and media outlets that helped us showcase this fantastic event. Action planned to coordinate with all our partners and figure out the best way to spread the word on the #1 children's album at the time, "Minions: The Rise Of Gru" movie soundtrack. One challenge we had to overcome during this event was totally out of our control, it was one of the hottest days in New York City, and it had rained right up until doors were supposed to open. Our team and partners banded together to get everything dry and ready while enduring a heat wave. With all the positive attitudes and optimism flowing, I genuinely believe that's what brought the sun out, and we were able to "Turn Up The Sunshine," and all guests truly enjoyed themselves. 

Activations included:
 *   VIP Minions space
 *   Minions photobooth
 *   Minions pop-up listening lounge / record shop
 *   Minions Bob and Kevin in attendance with special appearances around the venue, VIP area, roller rink
 *   Influencers and dancers in attendance on rink and in VIP area
 *   DJ Scratch


We gained coverage from PIX-11 Local News (NYC) - UVM: 1.1 million and had the pleasure of being Listed in Variety's Must Attend Calendar Listings during the summer. The results met the team's objectives by bringing awareness to the Minions movie, the fourth highest-grossing movie of 2022, but helped keep the soundtrack at #1 on the kid's album charts. We sold numerous physical products and were also able to gain trust and build connections with our partners—overall, a win for us at Verve Label Group and everyone involved. 


Entrant Company / Organization Name

Verve Label Group, Illumination Entertainment