Showcase

Samsung GALAXY Note and Angry Birds - Winter Wonderland

SAMSUNG GALAXY NOTE & ANGRY BIRDS- WINTER WONDERLAND

In December 2011, Enrich Mobile created Winter Wonderland, an interactive, cross-platform experience that proudly showcased our second brand partnership with Samsung Mobile and Rovio Entertainment.

The microsite became a festive hit, and was built to promote Samsung’s GALAXY Note and the Angry Birds Holiday Episode, where a new level for each of the 25 Days of Christmas was revealed.

On Google Chrome, the Samsung-sponsored Day Five earned 21.5 million minutes of play and led fans directly to Winter Wonderland’s ‘Social & Share’ hub where they could send merry E-cards, enter competitions and play a custom-made, Angry Birds-branded ‘Advent Challenge’ mini-game.

This activity led to 2 million page views on Samsung and Rovio’s social outlets, with the viral teaser bringing in 6 million YouTube views and 31,000 Facebook ‘Likes’. Research proved a 46.8% increase in brand awareness for both clients, and earned Enrich Mobile a third partnership campaign in 2012 with Angry Birds Space and the Samsung GALAXY Note.

LIVE DATES:

1^st – 31^ST December 2011

OBJECTIVES:

• To increase global, dual-brand awareness and educate consumer preferences of Samsung and Rovio’s new products and services through reach and engagement.
• Utilise multiple platforms (online, mobile, outdoor) to generate traffic to Winter Wonderland, engage existing fans and acquire potential new purchasers and game players, while providing information about the Samsung GALAXY Note and Angry Birds Holiday Episode.
• Generate buzz and word-of-mouth in relevant environments with brand interaction via social media outlets, viral video content, brand-integrated mini-games and profile-boosting PR angles.
• Create a real “media-first” for consumer-brand-interaction and reach, and use this impact to further propel Samsung as a pioneer in the mobile space, and Rovio a pioneer in the gaming space.

PR & REACH STRATEGY:

• Pre-launch PR strategy included on-location stunts with fans dressed up as life-size Birds, singing and caroling a special Angry Birds version of the “12 Days of Christmas”, with viral videos and concentrated social outreach to fans on Facebook, YouTube and Twitter.
• Online and mobile media vendors were chosen for their ability to reach the “mobile pioneering” audience at a large scale. This media included banners and video advertising within Angry Birds online and mobile, and other publishers including Sky. 
• Press reach hit every corner of the globe, with targeted editorial pieces and exclusives emerging from regional broad-sheet newspapers and A-List gaming and mobile trade magazines.

TARGET MARKET:

The target market included mobile mavericks, early adopters and gaming/technology enthusiasts, primarily 18-49 male and females. Winter Wonderland reflected the attributes of these fans who proved a perfect match for both Samsung & Rovio’s core demographic.

RESULTS:

KPIs hit:

• 21.5 Million minutes of game play of the Samsung sponsored Day Five
• 6 Million+ views of the Angry Birds viral teaser video
• 30,000+ Facebook ‘Likes’ of the Winter Wonderland campaign
• 2 Million+ page views on Samsung Mobile & Rovio’s social media platforms

ROIs hit:

• The response from global press was phenomenal, and along with millions of banner and video ad impressions contributing value and exposure, research proved a 46.8% increase in brand awareness for both Samsung and Rovio.
• It placed both brands into the hands of millions of fans around the world, and made Winter Wonderland one of the most successful, consumer-facing campaigns to date.

QUOTES:

Rovio Entertainment:

“The holiday season is all about giving back and giving thanks, and in 2011 we wanted to thank our millions of fans by giving them some great Angry Birds experiences,” said Peter Vesterbacka, CMO and Mighty Eagle of Rovio. “Not only did they receive 25 new levels in our Advent game, but they also got the chance to win the best Samsung products around and participate in a fun advent challenge.”

Samsung Mobile:

“It was so good to team up with Rovio again. Samsung has a had brilliant year and our Galaxy devices are popular all over the world, so to be able to launch a holiday experience inside the most popular mobile game in world was awesome!" said YH Lee, SVP of Global Marketing at Samsung Mobile Communications Business. "In addition by working withRovio we have helped to make our range of tablet devices and smart phones the most popular in the world.”

Enrich Mobile:

Neil Ghosh, CMO of Enrich Mobile commented:  “We really enjoyed working with Samsung and Rovio for the second time in 2011. When you collaborate with two global super brands such as Samsung and Angry Birds you have to be creative, innovative and stay focused on the delivery of a fully integrated campaign. These amazing statistics prove the great success of the campaign.”

Starcom  Mediavest:

Starcom’s Kristen Kelly, VP Global Business Directorsaid: “Yet again Rovio and Samsung have developed a marketing partnership that has unrivalled brand interaction and global reach.”