Our Work

The Challenge

Rogers & Cowan was enlisted to launch Angry Birds 2, the first official sequel to the most downloaded mobile game series OF ALL TIME– topping 3 billion. Merchandise of the blockbuster entertainment brand includes books, TV series, toys, food, apparel and a soon to be released feature film. Angry Birds 2 licensing deals include LEGO, Spin Master, PEZ, etc.

Strategy

Bigger!  Badder!  Birdier!  Get top press to experience Angry Birds 2 through hosting thematic, exclusive, invite-only events in the gaming/ tech press Mecca San Francisco and consumer media hub New York.   The approach was to ignite an eruption of publicity across ALL major outlets—gaming, tech, consumer, entertainment, teen, business and news channels.  The PR team worked to catapult the Angry Birds culture theme to drive the Angry Birds 2 campaign. A large part of this was done by spotlighting the hero birds like Red, Chuck, Bomb and the latest edition Silver, while playing up the rivalry the flock has with the antagonist Piggies.

Press

Key Media Placement

B

Media Impressions

MM

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