Showcase

Golden Egg Level - Nominated for GSMA Global Mobile Award 2012

In July 2011 Enrich Mobile delivered a bespoke integrated campaign on Angry Birds for Samsung promoting the Samsung Galaxy SII.

Objective:

The Objective was to promote the Samsung Galaxy SII by integrating with a high-reaching, target appropriate mobile App, which ideally would be an interactive game, or an app with frequent usage. The target audience was Tech enthusiasts and it was a Global campaign but excluding the US.

The Solution:

A secret level of Angry Birds Seasons summer pignic was created, sponsored by the Galaxy SII. However the user could only play the level if they could find the Golden Egg and Samsung Galaxy SII had the exclusive clue to reveal the location of the Golden Egg. In the Golden Egg level, the familiar gameplay experience of Angry Birds Seasons was combined with an exciting twist that takes the Angry Birds to a completely new environment.

A video was created revealing the clue. This Video could be found on landing page, both mobile and Web enabled, created and hosted by Enrich, which also had links to Samsung’s microsite and GSII product page. Another key element of the campaign was the option to enter a competition on the landing page to win an Angry Bird. 

The campaign was promoted using standard banners and interstitials, both in game and across Enrich’s premium publisher portfolio, and through Angry Bird Twitter and Facebook updates.

Results:

• Massive global reach for Samsung
• Unique collaboration with Angry Birds
• Over 160,000 Galaxy SII Golden Egg game plays
• Over 450,000 visits to Samsung landing pages
• Viral hit with Facebook and Twitter fans
• Media first combining Mobile, Online, Social and Viral

“Summer Pignic is the latest fun and refreshing installment of Angry Birds Seasons,“ said Peter Vesterbacka, CMO and Mighty Eagle of Rovio. “Our treasured Golden Eggs give us the perfect opportunity to create unique experiences within the game, and we’re excited to partner with Samsung to bring a new angle to the game for our fans. Samsung Galaxy SII is a fantastic device to enjoy Angry Birds on.”

Commenting on the deal, YH Lee, Senior Vice President of Global Marketing at Samsung Mobile Communications Business said, “The key to a successful campaign launch is a deep understanding of our core consumer. We believe it is important to understand the rapidly changing marketing landscape and the role new technologies and media play in their lives.  With the growth of mobile gaming applications, it was a natural and strategic extension to develop this partnership for the Samsung GALAXY SII launch.  We are proud and delighted to create a program that has been so successfully received by Angry Birds players worldwide. Thank you to our Samsung Fans - and for those who have not yet played - we invite you to experience the Galaxy S II Angry Birds level for yourself!