This is how Samsung Mobile take an inovations on how to generates more than 12 millions of brand engagement using Angry Birds. Please read the story below.

In a overcrowded and over-hyped marketplace, how will you generate genuine buzz around a smartphone launch? Media communications agency Starcom took a unique and innovative approach using the recent global launch from the Samsung Galaxy SII by creating a unique degree of the super-popular mobile game Angry Birds.

“Phone launches have grown to be more and more competitive having an large number of pressure to prove successful inside initial few weeks. If Samsung desired to make an effect using the launch of Galaxy SII, they needed a thing that was globally relevant, highly engaging and simply scalable across lots of local markets,” explains Kristen Kelly, VP global business director of Starcom.

“Mobile games and Angry Birds were that opportunity. We knew our audience used social games a lot more often compared to they watched prime-time shows, and because the # 1 mobile game on the planet, a partnership with Angry Birds would offer us meaningful entry to their 50 million unique active fans. Besides the custom Galaxy level, we created a web-based area for users with nothing you’ve seen prior seen images, picture plus a contest where users could enter to attain highly coveted Angry Birds’ merchandise, in addition to bragging rights to people fans who secured the exclusive ‘Golden Egg.’”
The Partnership

Starcom collaborated with Rovio to produce the Galaxy SII level, with Samsung getting unrestricted entry to the beloved Angry Birds characters. Instead of only a badged level, Starcom caused Rovio and Enrich Mobile use a far more compelling, integrated experience and incidentally, the 1st ever Angry Birds level to become took part in zero gravity.

The Angry Birds characters were set up in mobile rich media units and video strategically placed through the entire Angry Birds mobile game. Samsung ran a lot more than 14,000,000 rich media impressions from the Angry Birds game mainly in Europe, Asia and Australia, driving users to a Samsung-owned mobile web page, which acted since the hub from the campaign.

While using mobile media spend devoted to the sport, it absolutely was complemented by the global social media marketing campaign, with promoted posts on a state Angry Birds Facebook accounts.
The Hub

Getting potential players by way of the “hub” was needless to say, the start. The squeeze pages on web and mobile allowed Angry Bird users to look at a youtube video showing them how you can unlock the “Golden Egg.”

Crucially Rovio designed the gameplay so the virtual prize, these Golden Egg, will be extremely hard to get without watching the recording, being told virally via social media marketing, by friends or via community forums.

This news spread quickly, making a viral buzz to the weird, spacey level not to mention, the Samsung Galaxy SII. Starcom reports a top click-through rate on the Samsung SII product pages through the hub, plus a large sum of competition entrants keen to win Angry Birds merchandise. This campaign had a large number of entries, says Starcom, all whom Samsung can contact directly.

Justin Lello, CEO of Enrich Mobile, describes the campaign as “seamless for the user inside the publisher environment.”

“The Angry Birds/Samsung Galaxy SII campaign would have been a classic type of how a sponsorship campaign created positive viral buzz from devoted Angry Birds fans around a really slick Samsung owned environment and action,” says Lello.

“Through this integrated approach, users build positive relationships with brands and as a consequence an exponential earned return unobtainable through standard display media.”
The outcomes

Users have spent a lot more than 12,800,000 minutes engaging with all the Samsung branded level. It is usually seen as demonstration of how modern agencies can execute a built-in strategy.

“The continuing development of an ownable Golden Egg Galaxy level, joined with targeted mobile rich across technology and entertainment environments, delivered an unbelievable a reaction to the campaign – over 1.6 000 0000 game plays and average of eight minutes of engagement per user,” reports Kelly.

“As the particular level itself was playable globally, the organic seeding and earned online buzz resulted in game plays from all of corners with the globe. Starcom recognized the potency of leveraging paid, owned and earned, and negotiated with Rovio to broadcast a communication on their Angry Birds Facebook Fan page regarding the promotion – to 4MM+ fans.”

“We also broadcast what it’s all about on Samsung’s Facebook page at the same time. This active way of harmonizing the consequences of paid, owned and earned, established the achievements the Galaxy SII launch. Galaxy SII is Samsung’s best ever selling phone exceeding 5 million handsets bought from just 90 days.”