WHO’S LAID THE GOLDEN EGG?

The World’s greatest mobile game has a new level and a new secret. In Rovio’s latest SUMMER PIGNIC update, a special Golden Egg level can only be played if you know where the Golden egg is hidden; and Samsung Galaxy SII has the exclusive clue to reveal the location of the Golden Egg.  

In this gravity defying Golden Egg level, the familiar gameplay experience of Angry Birds Seasons is combined with an exciting twist that takes the Angry Birds to a completely new environment. The market-leading vivid graphics of the Samsung Galaxy SII bring out the very best in this Golden Egg level for the user.  

The collaboration between these two mobile giants has been “hatched” by Enrich Mobile.  It combines mobile, viral, social and web components, making this a comprehensive digital media promotion between Angry Birds, the biggest mobile game in the world and Samsung, a market leader in consumer electronics.  

“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!

Justin Lello, Founder & CEO of Enrich Mobile commented, “To be involved in the next generation of Angry Birds is a real coup for us. The Samsung Galaxy SII is rapidly becoming one of the most sought after smart phones on the market, so to be the facilitator in this collaboration demonstrates our expertise in mobile media.  Enrich has created an outstanding campaign for the Samsung Galaxy SII through our ability to understand the requirements of the client and then identify a unique promotion to deliver the brief.   Enrich has produced the co-branded elements of the campaign including the media creative, content, mobile marketing campaign as well as a global competition for fanatical Angry Birds users”. 

In conclusion Starcom’s Kristen Kelly, VP Global Business Director said; “Through working with our partners at Rovio and Enrich, Starcom were able to deliver that delicate balance between product announcement and meaningful brand integration, all while providing a unique game-play experience for Angry Birds users. The collaboration extended through multiple contact points relevant to a global audience– paid media, content development, social extensions - seamlessly integrating with the broader Samsung Galaxy S II worldwide marketing launch. We are thrilled with the final product!'”

For more information please contact Enrich Mobile PR, Mark Casey on +44 7880 821987 or markcasey@enrichmobile.com