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Building the Angry Birds Brand
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Building the Angry Birds Brand

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This presentation summarizes information from Building the Angry Birds Brand, a research paper by Yasheaka Oakley. …

This presentation summarizes information from Building the Angry Birds Brand, a research paper by Yasheaka Oakley.

It analyzes the public relations and marketing strategies of Rovio Entertainment’s Angry Birds franchise from 2009 to 2012 by highlighting Rovio’s ability to successfully differentiate its brand and collaborate with partners as described by Marty Neumeier in his book, The Brand Gap.

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  • 1. Yasheaka Oakley8 December 2012Master of Arts in Journalism & MassCommunications – Public RelationsKent State University
  • 2. About Yasheaka Cheyney University, 2011  Bachelor of Arts in Communication Arts  Public Relations  Minor - Graphic Design Kent State University, 2014  Master of Arts in Journalism & Mass Communications  Public Relations
  • 3.  Public Relations  Social Media  Content Development  Facebook  Media Relations  Google+ Online Marketing  LinkedIn  Email Marketing  Twitter  Web Management  WordPress Blogging
  • 4. Introduction This presentation summarizes information from Building the Angry Birds Brand, a research paper by Yasheaka Oakley. It will analyze the public relations and marketing strategies of Rovio Entertainment’s Angry Birds franchise from 2009 to 2012 by highlighting Rovio’s ability to successfully differentiate its brand and collaborate with partners as described by Marty Neumeier in his book, The Brand Gap.
  • 5. An Innovative Leap Cousins Mikael and Niklas Hed playing with Angry Birds plush toys at Rovio Entertainment, Ltd.’s headquarters in Espoo, Finland. By 2009, Rovio Entertainment had already released 52 failed games and was on the verge of bankruptcy. In 2009, they invested more than €100,000 (~$130,970) into the development and release of the Angry Birds game
  • 6. A Slow Start Ignored by major mobile markets (like the U.S. and U.K.), Rovio redirected its marketing strategy to target smaller App Store markets to increase popularity  The U.K. App Store offers to feature Angry Birds as Apple’s Game of the Week during the 2nd week of February 2010
  • 7. Media-Rich Advertising“Campaigns using rich-  To prepare for the Game media-with-video of the Week feature, advertising formats Rovio produced:[like YouTube] have the  More than 40 additional largest significant Angry Birds levelsincrease in aided brand  Built a free Angry Birds awareness and lite version for iPhones exposure.”  Designed and released a -Spalding et. al(2009) YouTube trailer to promote the game
  • 8. Aviation Domination Angry Birds became the #1 downloadedmobile game in the U.K., U.S.,and Chinese app markets On May 9, 2012, Rovio celebrated Angry Bird’s onebillionth download by releasing a YouTube video entitled, “1 BILLION Angry Birds downloads!”
  • 9. What Makes it a Good Game? Addictiveness “A good game Cheap or Free has to be easy to Portability Simplicity pick up and play, but hard to master.” - Mikael Hed, CEO of Rovio Entertainment.
  • 10. What Makes it a Good Brand? “No decision Instead of using Angry should be made Birds’ success to launch a new game, Rovio without asking convert the company ‘will it help or into an entertainment hurt the brand?’” media company and- Marty Neumeier (2006) focused on turning Angry Birds into an entertainment franchise.
  • 11. 6 Angry Birds Themed Editions  Angry Birds  Angry Birds Space  Angry Birds Seasons  Angry Birds Magic  Angry Birds Rio  Angry Birds Star Wars®
  • 12. A Nest of Opportunities Over 200 licensing Themed editions and partnerships to ensure custom applications of the the brand remains flagship game extend the “creative and focused on brand “further and entertaining our millions further into popular of fans by continuously consciousness” as a developing new and cultural phenomenon innovative products and services.” - C. Stevens (2011) - Mikael Hed
  • 13. Increased Time with the Brand The goal is to  Digital Media  Animated TV series on “create physical Nickelodeon goods that drive  Games on various mobile platforms and game more time spent consoles with the video  Physical Goods  Merchandise games, and vice  Food, drinks, etc. versa.”  Entertainment - Peter Vesterbacka  Playgrounds, activity and amusement parks
  • 14. Angry Birds Land  Real-world playgrounds, activity parks and amusement parks called Angry Birds Land  More than 20 playgrounds open in Finland and Britain, with another park anticipated to open in Haining, China in 2013
  • 15. Angry Birds Soda In just 8 months, Angry Birds  7.5 million cans sold in soda is outselling Coca-Cola Finnish markets, with the and Pepsi in Finland, making expectation to export to it the country’s most popular Australia and New Zealand drink soon
  • 16. A Living Brand A strong brand requires that employees understand customer expectations  Rovio employees are “A living brand is a surrounded by Angry Birds never-ending memorabilia  Conference rooms are play, and every named after hallmark person in the characters company is an  Understand why consumers enjoy the actor.” product - Marty Neumeier
  • 17. Fun Facts  Angry Birds players spend more than 300 million minutes playing the game and interacting with in-game advertising  About 30% of Rovio’s sales are physical goods, like the 1 millionInfographic by IGN Entertainment plush toys and t-shirts sold each month
  • 18. In May 2012, Rovio Entertainment reported annual revenues of €75.4 million (~$106.3M) for 2011Analysts speculatethat the companywill launch a publicIPO of $8-9 billion Sramana Mitra
  • 19. Additional Research To read the full research paper, Building the Angry Birds Brand by Yasheaka Oakley, please visit the following link  Discusses: Differentiating the brand, collaborating with corporate partners, internal branding, Angry Birds addiction, and much more. http://bit.ly/11T2PDU
  • 20. Connect with Yasheaka Facebook.com/YOakelyPR LinkedIn.com/in/YOakley Twitter.com/YOakleyPR Google search “Yasheaka Oakley” Sign up for my FREE public relations e-newsletter: http://eepurl.com/oD_-T
  • 21. References Rovio Entertainment, Ltd. http://www.rovio.com/ Spalding, L. et. al. (2009). “How rich- media video technology boosts branding goals: different online advertising formats drive different brand-performance metrics.” Journal of Advertising Research 49, no. 3: 285-292. “With new products, Rovio seeks to maintain explosive growth.” Sramana Mitra, 5 June 2012. Neumeier, M. (2006). The Brand Gap: how to bridge the distance between business strategy and design. New Riders: Berkeley, CA. Stevens, C. (2011). Appilionaires: secrets from developers who struck it rich on the app store. John Wiley & Sons: New York, 224. books.google.com/books?isbn=1119978645. A complete list of references is available within the full research paper.

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