Generating app downloads through the power of TV and social

Brief

Launch Angry Birds Journey to a US audience by engaging celebrity talent to take part in a social competition driven by TV advertising. Drive app downloads and engagement with the new game variant.

Idea

Take two big household reality TV names in the US and get them to battle it out on-line.  We wanted to ‘birdify’ each celebrity and make them part of the game while creating a backstory via a TV commercial featuring the celebrity talent.  

Execution

We worked with our West Coast US partners to source two big reality TV stars – Melissa Gorga and Christine Quinn from The Real Housewives of New Jersey and Selling Sunset. They took part in the Angry Birds Journey face-off that played out over social channels. Feathers flew as we turned Christine and Melissa into real and virtual feathered frenemies. We delivered video content across linear and connected TV.

Assets

The celebrity face-off played out with players

Angry Birds Journey image with a large pink background showing Melissa Gorga and Christine Quinn with a large versus image between them.

Learn from the master

Red Angry Bird in an outside setting standing on a rock with a calm zen pose. He has a false white long beard and moustache with a white coat.

The game featured new ways to play and more adventures

Woman playing the Angry Birds app on her smartphone.

The path to enlightenment

Melissa Gorga and Christine Quinn walking up an outside trail with a sign painted in white on a rock stating Red’s Anger Management with a white arrow.

Back to work

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