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.
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.
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.