Rovio mixup creates Clever Birds and Angry Marketing

Angry BirdsWhen Little Big Planet first came out on the PS3 I saw the immediate opportunity to build community worlds based on brands. Nobody I talked to saw it.  Who knew…because yesterday Rovio, the makers of the insanely addictive Angry Birds mobile games announced the creation of a new advertising division, The Advertising Partnership Team,  and will open its doors to companies that will want to buy into its avian franchise and associated YouTube channel.

While the games have been supported by traditional banner ads, Rovio intends to get a lot more clever with the inclusion of integrated brand marketing within the games themselves. If you think to the recent McDonalds campaign in China where the ‘Golden Arches’ were turned into a giant slingshot you can see where they are heading with this.

The concept is nothing new, in fact it could be compared to basic product placement that occurs in TV and film but weaving brand awareness into the mechanics of a game so popular  is a stroke of genius for Rovio. Couple this with their own range of toy Angry Birds and boardgames it opens up a massive new cross-over revenue streams.

Smash down giant Coke bottles with the little blue bird ? Sure why not.

Kill a piggie suspended by a shoelace above a Nike trainer ? Yeah, that’s bound to be a given too.

Mobile is key, but it’s not the linchpin

But mobile is where this will really ‘fly’. The Angry Birds games have been downloaded more than a billion times and have some 263m monthly active users, more than Twitter. This proves that as a means of delivery, mobile is the future of advertising and marketing strategy.

But it’s the platform of engagement that is the critical piece in all this. On it’s own mobile doesn’t work.

When Little Big Planet first came out on the PS3 I saw the immediate opportunity to build community worlds based on brands. Who knew.


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Categories: Innovation, Marketing, Mobility

Author:Theo Priestley

"I had more creative ideas from Theo in 6 months than I have had in 6 years from most people." Theo Priestley is one of the most recognised independent technology industry influencers and evangelists, ranking in the Top 100 thought leaders across Virtual/ Augmented Reality, FinTech, Artificial Intelligence, Big Data, Internet of Things and future trends. Theo has written insights for Forbes, Wired, The European Magazine, Venturebeat to name a few, and has been interviewed for many online publications including the BBC on his thoughts on technology and the future. A regular paid keynote speaker and panelist at conferences and events, Theo is engaged for his forthright views and isn't afraid to challenge conventional thinking and the marketing hype surrounding the industry when presenting, never pulling punches to get the message across on how technology can be applied to improve business and the customer experience. He has also successfully organised and run TEDx and Ignite events. Highly active across social networks, he sits in the Top 1% for social media engagement on Kred and Klout and is constantly sharing articles and his analysis that he feels his audience would be interested in. Theo is also active in the startup community, mentoring within UK and US accelerators and sits on a number of advisory boards. Former VP and Chief Technology Evangelist at a Top 25 European enterprise software company with a career spanning both innovation strategy and delivery of software and business change in Financial Services, and as an independent technology industry analyst. Follow Theo on Twitter @tprstly or connect here directly for constant insights on tech and marketing trends. • Top 1% Influencer on Kred (915) • Top 1% Influencer on Klout (70+) • 12,000+ Followers on LinkedIn • 13,000+ Followers on Twitter • Recognised Top Influencer in AI, Virtual/ Augmented Reality, Fintech, IOT and Wearable Tech, Big Data and Analytics.

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