1. IMC Golden Rules for
Angry Birds Campaign
Kaavya Sampath - 26
Noushadya S - 35
Poornima R - 37
Raghuveer Patrachari - 46
Ram Naik - 48
S.V. Vaisshnavi - 54

2. Introduction
After the decline in the brand
value since early 2000s the
company started taking
various initiatives in reviving the
‘Nokia’ brand. Nokia World’s
Biggest Angry Birds Playground
campaign is one such
campaign initiated by the
brand to revive its brand value.

3. WHY?
• Introduced marketing
activations that would engage
existing Nokia users and
potential customers in
discovering the “cool and fun”
side of Nokia
• The event was held on 11th
June 2011 in Kuala Lumpur,
Malaysia.
• The activation was
conceptualised to break the
Guinness World Record for “The
Most People Playing in a
Mobile Phone Game Relay”.

4. Creating succinct and impactful HOW?
messages, various Youtube videos,
flashmobs to post as updates to
Facebook and Twitter to promote
campaign messages
Encourage users to download Angry
Birds game from Nokia Ovi store
Face-booking and tweeting real-time
about upcoming live interviews,
myriad of on-ground activities during
a radio broadcast allowing listeners
nationwide to tune-in

5. How?
Relevant yet low-cost prizes (Angry Birds
Plush toys, notepads, tee shirts) to
attract social networking crowd
Providing users and “friends” within
Nokia, partners, and Fleishman-Hillard’s
social network instant-access to audio /
visual highlights from interviews, fans’
home-made videos
“Live” interview on Nokia Facebook
with Rovio’s Vice President of Franchise
and Development during the event
Malaysian celebrities and influencers
(bloggers, media – radio, television,
print) were invited to the event to blog
and tweet on-ground
…. Contd.
…Contd.

6. Integrated social media was primarily
used for the campaign.
WHAT? Credible social bloggers, media
representatives with strong online
followings, and Nokia’s social media
such as Facebook and Twitter was used
to drive participations to the event
registration page.
Creating impactful messages, various
Youtube videos, flashmobs to post as
updates to Facebook and Twitter to
promote campaign messages
Encourage users to download Angry
Birds game from Nokia Ovi store

7. What? Facebooking and tweeting real-time about
upcoming live interviews, myriad of on-ground
activities during a radio broadcast
allowing listeners nationwide to tune-in.
Relevant yet low-cost prizes (Angry Birds Plush
toys, notepads, tee shirts) to attract social
networking crowd
Providing users and “friends” within Nokia and
partners instant-access to audio / visual
highlights from interviews, fans’ home-made
videos
“Live” interview on Nokia Facebook with
Rovio’s Vice President of Franchise and
Development during the event
Malaysian celebrities and influencers
(bloggers, media – radio, television, print)
were invited to the event to blog and tweet
on-ground
.
…Contd.