To mark the US home entertainment release of the animated feature film Despicable Me, Universal Studios Home Entertainment is launching a points-based reward and social marketing program running through to January 2011.

The Minion Madness program enables fans to earn points and participate in up to 25 sweepstakes entries each day through a variety of web, mobile and social media activities.

Based on the themes and characters of the film, which earned more than US $500 million worldwide and will be released on Blu-ray, Blu-ray 3-D and DVD on December 14, 2010, Minion Madness will award more than 15,000 prizes that will range from gift cards to all-expense paid family vacations.

Once registered online at www.minionmadness.com, players can participate in challenges ranging from online games and videos to mobile activities to create, share and rate personalized Despicable Me content. For each activity completed, players are rewarded with their own army of online Minions.

The campaign is also targeting iPhone-equipped players, who can participate in a Minion Photo Madness event that harnesses a new Augmented Reality iPhone app, available this month. Players gain points and grow their Minion armies by photographing a series of designated landmarks around the country and personalizing their photos with characters and props from the film.