The “High-Flying” Brand Extensions of Angry Birds
If you haven’t played Angry Birds as yet, you’re probably not reading this post – it’s been downloaded 350 million times and is considered by many to be one of the fastest growing, individual brands – with faster growth than Amazon and YouTube in two years according to Rovio’s Brand Advertising and Analytics SVP, Wibe Wagemans, via StrategyEye.
From iPhone to social gaming, movie tie-ins, its own upcoming movie, merchandise at every mall and a console game in the works, it’s created an incredibly robust yet lo-fi ecosystem. One has to wonder the next piece of premium IP and launch strategy to create such a viral following. Definite a nice perch to swing from; and an IP that has remained concentrated instead of spread thin (note: Rovio created 51 games that didn’t “hatch” before creating Angry Birds.)
I recently ran into red hoodie-wearing “Mighty Eagle” (aka Rovio’s CEO), Peter Vesterbacka, at SXSW. After closing the “Rio” deal with 20th Century Fox, Peter was visibly flying around the conference, exultant in the growth of his company and its high-flying brand extensions. Kudos to Fox under Peter Levinsohn in digital and Jake Zim in marketing for advancing a spin-off tie-in that definitely “added wings” to their film’s performance.
Below, a casual (and already dated) infographic on Angry Birds. The “Facebook” of casual games or a model in “how-to really extend next-gen IP…”
SXSW in Illustration
Returning from Austin this week, the number of great social contacts made alongside great food, cinema and musical events is put in some “relief,” so to speak with OgilvyNotes.
Ogilvy teamed up with some quality illustrators to record the seminars as infographics (one of our favorite ways of conveying information). Given that each keynote or panel went about an hour – making it an artistic challenge to keep up with the fast-talking social experts – here’s our early favorites from SXSW 2011:
More after the jump! Read more >>
SXSW: Multi-Picture Your Media
Woke up this am, and found the excellent SXSW PanelPicker via @ischafer (Ian Schafer from Deep Focus) recommending the PanelPicker conference scheduling site. Now here”s a topic that would engage me!
Multi-Picture Your Media: Marketing & Distribution in a Multi-Platform World
Description:
With the film and tv markets feeling the struggle of lowered DVD expectations, less foreign money and tighter windows in marketing and distribution, how can a filmmaker make a creative dent, much less drive a theatrical release? We’ll discuss the traditional “multi-picture” play with an eye to creating a definitive niche, an aggregated audience and a release schedule that exhibitors, film buyers and studios have to pay attention to. From Robert Rodriguez’s “El Mariachi” to Peter Jackson produced “District 9″ – an interactive-focused walkthru on how to attract publicity, marketing and distribution using multi-platform next-generation practices. Read more >>