Actimel x Minions: One Connected Promotion Across Six European Markets

Actimel partnered with Minions to bring the characters onto participating packs across the UK, Ireland, France, Belgium, Italy, Austria, Switzerland and Germany. The promotion connected those packs to a mobile-first digital journey where consumers could register, play an interactive AR matching experience and enter for the chance to win an instant prize. The campaign needed to work across four markets while keeping the experience simple for consumers. Holograph designed and delivered the digital platform behind the promotion, connecting QR entry, registration, AR gameplay, instant-win logic and returning-user journeys within one campaign experience.

The Challenge A licensed on-pack promotion needs to do more than attract attention on shelf. Actimel needed to turn the Minions partnership into an experience consumers could actively participate in after purchase. The campaign also had to operate across four markets, with different languages and local requirements, while maintaining a consistent overall consumer experience. Repeat participation created another consideration. The first interaction needed to introduce consumers to the Minions experience and take them through registration and AR gameplay. But asking an already registered consumer to repeat the same journey every time they returned would create unnecessary friction. The platform therefore needed to recognise returning participants and adapt their journey accordingly. Partners involved Danone and local Actimel teams: Providing the campaign concept, brand direction, participating products, promotional requirements and prizes. Holograph: Designing and delivering the connected campaign platform, consumer journey, AR experience, instant-win mechanic, market configuration and campaign reporting. Markets UK, Ireland, France, Belgium, Spain, Italy, Austria, Switzerland and Germany Key objectives Drive interaction with participating Actimel packs through QR-led engagement. Bring the Actimel x Minions partnership to life through an interactive digital experience. Capture consumer registrations and relevant campaign data. Support instant-win participation within the digital journey. Encourage repeat engagement while reducing friction for returning consumers. Deliver a consistent campaign experience across four European markets while supporting local requirements. Holograph Solution Holograph created a connected promotional platform that linked participating Actimel packs directly to a mobile-first Minions experience. QR-led consumer journey QR codes on participating packs provided the entry point into the campaign. Consumers could move directly from the physical product into the digital promotion on their mobile device, connecting the on-pack partnership with the wider campaign experience. Registration and consumer recognition First-time participants completed the required registration journey before taking part. Once registered, the platform could recognise returning consumers and adjust the experience accordingly. This allowed the campaign to treat a first visit differently from a repeat visit rather than forcing every consumer through the same journey each time. Interactive AR experience For first-time participation, consumers entered a Minions-themed AR matching experience. The interactive mechanic extended the licensed partnership beyond the pack and created a branded moment within the promotional journey before the instant-win outcome was revealed. Returning-user journey Returning consumers did not need to repeat the full AR experience every time they participated. Once recognised as an existing participant, they could skip the AR stage and move through a shorter route towards their next instant-win opportunity. This reduced unnecessary steps while keeping repeat participation straightforward. Instant-win mechanic Instant-win functionality was integrated directly into the campaign journey. Eligible participants could discover immediately whether they had won, keeping the promotional outcome within the same connected experience rather than moving consumers between separate systems. Multi-market delivery The same campaign framework supported the UK, Ireland, France and Belgium Market-specific content and requirements could be managed within the wider campaign structure, allowing Actimel to maintain a recognisable experience across all four markets.

Holograph delivered QR-led campaign entry Mobile-first consumer journey Consumer registration and recognition AR matching experience Returning-user journey logic Instant-win functionality Multi-market campaign configuration Localised campaign experiences Campaign data capture Campaign reporting Business impact The Actimel x Minions campaign turned an on-pack licensed partnership into a connected consumer experience spanning four European markets. The platform linked the physical product with registration, interactive AR and instant-win participation within one digital journey. Crucially, the experience could also respond differently to new and returning consumers. First-time participants received the fuller branded interaction, while returning participants could take a more direct route back into the promotion. For Actimel, this created a campaign that could use the Minions partnership to drive initial engagement while also supporting repeat participation without adding unnecessary friction.