ANGRY BIRDS ASIAN CHALLENGE by Miltton for Finnair

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ANGRY BIRDS ASIAN CHALLENGE

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Industry Airlines
Media Promo & PR, Case study
Market Finland
Agency Miltton
Released September 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: FINNAIR OYJ, HELSINKI AIRPORT
Product/Service: SINGAPORE ROUTE
Agency: MILTTON
Media placement: Consumer PR - - 28.8.2011

Summary of the Campaign
In 2011, 2 iconic Finnish brands joined forces in conquering the Asian markets.
Finnair wanted to gain visibility outside its traditional channels and reach a new target group for its fast Asian connections, while the media entertainment company Rovio wanted to expand its Angry Birds brand in Asia with original flair.

Whatever we did with Angry Birds, it would have to involve its huge fan base. So, an international social media competition sought out the 8 biggest fans, who would get to take part in the Angry Birds Asian Challenge, a gaming competition at 10,000 metres in the air. The open contest engaged consumers by inviting them to produce content, comment on it on the campaign site and engage their friends through social media.

Journalists and bloggers were also invited onboard. A regular Finnair flight from Helsinki to Singapore was then transformed into the Angry Birds’ longest flight ever. Themed decorations and entertainment both at the airport and onboard the plane received an enthusiastic response from passengers and staff alike. Passengers were invited to take part in the contest, which took place on touchpads we handed out to anyone interested. An international media conference was organised upon arrival in Singapore.

An online photo contest further engaged fans after the event through social media.
The event was hugely popular among fans and gained wide media attention in key markets. It gained 2,644 mentions in social media, 797,135 views for the promotional film on YouTube and reached 5,604,065

The Situation
In spring 2011, Finnair, a quality airline known for its smooth Asian connections, began operating a new route between Helsinki and Singapore. Meanwhile, Rovio, the company behind Angry Birds, was looking for entirely new ways to bring its immensely successful franchise to consumers and expand brand awareness.

In recent years, Finnair’s strategic focus has been on fast connections to Asia, where Rovio has a wide reach and an active fan base. Recognizing an opportunity for unique cooperation, the brands joined forces in conquering the Asian markets, sending Angry Birds on their longest flight ever.

The Goal
The Angry Birds Asian Challenge was to be a high-altitude marathon gaming challenge for hardcore fans and passengers alike. By targeting Angry Birds fans as well as intercontinental passengers, Finnair would reach a new target group for its fast Asian connections and increase its presence in social media. Through the event, Rovio could expand the Angry Birds brand in a fun way, worthy of its millions of fans. In order to achieve this, we looked to the originality and creativity of Angry Birds fans around the world to learn about the enthusiastic and unique culture surrounding the pig-bashing birds.

The Strategy
Social media was used to gain maximum exposure among the target group. An online contest sought out the biggest Angry Birds fans in the world and engaged fans to produce content, comment on it and share it with their friends.

Angry Birds themed props, food and music were used to create a unique atmosphere at the airport and on the plane. The 8 biggest fans and flight passengers were invited to partake in the Angry Birds Asian Challenge, a high-altitude gaming competition aimed to attract consumers’ interest.

Journalists and bloggers were invited onboard the flight and to attend an international media event in Singapore, ensuring coverage on the Angry Birds’ arrival with Finnair and Angry Birds as a phenomenon bigger than just a mobile game, while introducing Finnair as a creative design airline.

After the flight, a photo contest was used to further engage fans through social media.

Execution
29 August: Campaign website and trailer video were launched online.

29 August to 11 September: Online contest sought out the world’s biggest Angry Birds fans. Fans could vote on the best applications by 'liking' them in social media. This was accompanied by social media content and invitations to media and bloggers.

20 September at 23:40: A regular Finnair flight set off from Helsinki to Singapore, transformed into a unique theme flight with customised announcements, music, cabin crew uniforms, an Angry Birds trailer in the monitors, special meals and soft toys. Outside, the plane was decorated with Angry Birds stickers.

21 September at 16:10: Flight arrived in Singapore, where an international media event was organised at the airport.

26 September to 23 October: Online photo contest, where fans used the soft toys from the plane as props. The winner was chosen based on the 'likes' it received on the campaign website

Documented Results
The event created a huge online buzz among Angry Birds fans both before and after the flight. At the airport the excitement was tangible, as passengers were surprised and amazed and the thrilled cabin crew was gearing up for a flight they’d never forget. The most eager participants played through the entire 11-hour flight, the winner emerging just before arrival. Rather surprisingly, the winner was found among the passengers and not the hardcore fans.

In terms of raising awareness, the campaign was extremely successful. It gained 2,644 mentions in social media, 797,135 views for the promotional film on YouTube and reached 5,604,065 people.

11 journalists were invited on board the flight and dozens attended the media event in Singapore. The event widely attracted the media outside its intended reach, as it gained media attention on 3 continents.

The event gained some 300 media hits, and increased Finnair’s online presence.