Angry Birds: #BringTheAnger

Kathryn Ruocco

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

Campaign details

Brand: Angry BirdsBrand owner: RovioLead agency: Droga5Contributing agencies: Kairos Media, Sand Box Strategies, Spin ScootersMarket: United StatesIndustries: Gaming hardware & softwareMedia channels: Events & experiential, Merchandise & free gifts, Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

On the eve of Angry Birds' 10-year anniversary, Rovio had the task of growing relevance outside of its core gaming audience, which was quite low. To create a resurgence of momentum around Angry Birds, we came up...

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