RadioShack’s vulgar Twitter strategy, Elmo gets vaccinated and declining trust in institutions

Hello, communicators:

People are talking about minions.

And not just any minions, but the little yellow guys that are the stars of the latest installment in Universal Studio’s “Despicable Me” franchise.

The be-goggled characters prompted a 25% increase in Google searches for the term “minions” and have garnered more than 800,000 tweets in the last week alone.

Here are a couple of those top tweets:

https://twitter.com/electrotriple11/status/1544194946806284288

Some teens have inexplicably taken to wearing suits to theaters to see the movie:

https://twitter.com/CrunchyFists/status/1543404047390097408

if Glee was still airing today, they’d have an episode where Sue dresses the cheerleaders as minions to sabotage the glee club and call it Rise of Sue

— Terri Schuester Updates (@terri_updates) July 4, 2022

It’s a good reminder to PR pros that even the goofiest of content — plus a box office hit — can bring in tons of engagement.

Here are today’s other top stories: