Rovio
Driving app downloads through celebrity-led TV and social campaigns
Brief
We were tasked with launching Angry Birds Journey to a US audience, leveraging celebrity talent to engage in a social competition supported by a TV advertising campaign. The goal was to increase app downloads and engagement with the new game variant.
Execution
Working with our West Coast US production partners, we sourced Melissa Gorga from The Real Housewives of New Jersey and Christine Quinn from Selling Sunset. Together, they participated in an Angry Birds Journey face-off that played out across social channels. The competition extended beyond social, as we created both real-life and virtual versions of the celebrity talents. We distributed the campaign across linear and connected TV, ensuring broad reach and engagement.
Idea
We tapped into the power of reality TV by partnering with two well-known US personalities, Melissa Gorga and Christine Quinn. Our idea? Create a fun and competitive narrative where these celebrities "battle it out" both online and in-game. To bring this to life, we birdified them—turning Melissa and Christine into Angry Birds characters—and crafted a backstory that unfolded through a TV commercial. This immersive approach connected viewers with the game while driving engagement on social media.
The campaign successfully combined celebrity talent, social media virality, and TV advertising to drive app downloads and user engagement:
Downloads of Angry Birds Journey surged during the campaign, boosted by the cross-channel synergy between social competition and TV promotion.
Social engagement metrics skyrocketed, with the celebrity face-off garnering significant attention from both fans of the game and the celebrities.
The seamless integration of TV commercial production, social content creation, and cross-channel execution drove both brand awareness and measurable app engagement, delivering strong results for Angry Birds Journey.
Award Recognition: This campaign was honoured with a 2022 NYX Game Award for its excellence in Social Campaign & Marketing
Impact
'Anger Management'
'Therapy'
