Holistic Marketing

In line with their game, Rovio supports the cause of BirdLife International which is committed to the conservation of critically endangered birds. Rovio has helped rasie awareness through thri website and Facebook page, and rewards fans by giving them access to a secret level in the game.

"We are delighted to support BirdLife International with this new Angry Birds initiative", said Peter Vesterbacka, Rovio’s Mighty Eagle and CMO. "We are pleased to be in a position to help such important conservation action and anticipate our loyal fans will respond very positively to our Angry Birds call to Get Angry and Fight Back."

The new Angry Birds website provides a full marketing platform for Birds Life International allowing them to highlight 189 species of birds, those which BirdLife International classifies as Critically Endangered on the IUCN Red List, and to ask for a donation.

As mobile phones have become more like portable games consoles it has allowed people who wouldn’t normally think of themselves as gamers to pick up a game and get hooked. The very nature of playing a game is to engage with it, and if you can cleverly position a donation or social ask within that game world or aligned closely to it players are more likely to complete your action. Angry Birds has become a worldwide phenomenon with a huge player base. Birds International gets access to the brand recognition of Angry Birds.