Mobile marketing: Samsung-sponsored Angry Birds Christmas game gets half a million hours of brand exposure

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Back in December 2011, Samsung sponsored 25 levels of new Angry Birds levels running on Google Chrome as part of a Christmas promotion. This case study shows how the campaign got the electronics brand nearly half a million hours of brand exposure from consumers.

More on this case study:
Brand: Samsung |Media: Communities & Gaming portals, Smartphones, Mobile| Sector: Electronics, Mobile | Agency: Enrich Mobile | Format: Online Games, iPhone & Android Apps

The campaign features 25 new levels of Winter Wonderland levels on the popular game, along with a special Samsung GALAXY Note level that became available on December 5th 2011.

Upon playing the December 5th level of the Chrome holiday game, fans were invited into a new microsite experience.

The microsite, designed by Enrich Mobile, offered users a brand new Angry Birds advent challenge, a competition to win Samsung GALAXY Note mobile devices, a fun new video, and Angry Birds themed holiday e-cards.

Fans played the games for over 25,000,000 minutes giving Samsung GALAXY Note massive brand exposure that most other types of media promotion would struggle to match.

In addition the campaign video “Take Note Pigs” had nearly 2,500,000 video views through Rovio’s and Samsung’s YouTube channels. Also the promotion had over 30,000 Facebook likes and there were over 32,000 competition entrants through the Samsung co-branded level on Google Chrome.

“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.”

“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 with Rovio we have helped to make our range of tablet devices and smart phones the most popular in the world.

Neil Ghosh, CMO of Enrich Mobile commenting on the deal said, “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.”

In conclusion Starcom’s Kristen Kelly, VP Global Business Director said: “Yet again Rovio and Samsung have developed a marketing partnership that has unrivalled brand interaction and global reach. Starcom is very proud to have brought these two massively influential mobile market players together in such a creative and responsive way.”

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