To celebrate the release of the movie Despicable Me 3, Universal Pictures has launched a competition in partnership with Seven’s Sunrise as they search for Australia’s most ‘despicable’ creation, with the promotion broadcast across QMS Media’s digital network via an integrated social media feed.

Each day, QMS will showcase the top 10 most creative ‘despicable’ entries on a selection of its most iconic Melbourne digital billboards.

The campaign will also be pushed across Universal Pictures and Sunrise’s social media assets, incorporated into Sunrise’s TV broadcast and promoted on Instagram by a range of social influencers.

Suzanne Stretton-Brown, marketing director at Universal and one of the masterminds behind the campaign, said: “We saw a great opportunity to work with QMS and capitalise on their digital technology to extend reach of the campaign beyond traditional screens.

“With UCG at the heart of this campaign, it made complete sense to employ large visual formats”.

Nick Thomas, director at MediaCom, added: “By broadcasting the social media entries across QMS’ digital billboards, we have been able to deliver a truly integrated cross-platform campaign that encourages Australian’s to share their creativity.”

Despicable Me 3 launches in Australian cinemas from Thursday 15 June.