Sony Pictures has locked in some hefty promotional partners for Rovio Animation’s’ The Angry Birds Movie with McDonald’s Corp. and French automaker Citroën leading the charge of about 100 partners worldwide. Sony says that overall, it is a $250M promo campaign for the film which debuts May 20.
McDonald’s will launch a Happy Meal promotion in 120 markets which comes with media — they will do multiple spots both for both kid’s and adults. That’s a substantial promotion for Sony, which was done by VP national promotions Carlo Vespe. Also, Citroën will mount an unprecedented campaign featuring four different custom television spots that will be promoted in 23 markets, focusing on the tagline “Makes Angry Birds happy.” Another big get for VP, international promotions Ziad Toubassy.
Angry Birds is one of the most popular apps of all time, with over 3 billion downloads and over 100 million monthly active players. “There are few brands that have the rabid worldwide following of Angry Birds … ” said Josh Greenstein in making the announcement this morning. “Working closely with Rovio … we created a campaign that will make an impact for our partners and build excitement for the movie.” The film, based on the video game (and app) of the same name, is being delivered in 3D and marks Rovio Animation’s first full-length feature film. Rovio Entertainment is the Finnish computer game developer that created the wildly popular Angry Birds game.
Others in Corporate America that have signed on are Ziploc which is doing a limited time purchase-with-purchase promotion as in customers will receive $5 off movie tickets to see the film when they purchase two specially-marked packages of Ziploc Brand products. Menchie’s Frozen Yogurt will launch an in-store promotion in their participating stores (they have 518) and offer five collectible spoons based on the characters. The company is headquartered in the San Fernando valley.
There are some smaller promotional campaigns going on as well with the Happy Egg Company who will use social media for a campaign saying that not all birds are as happy as their hens. There will also be a Best of the Nest ad campaign put together for 200 furniture retailers nationwide provided by Imagine Advertising for any local stores who want to participate.
Internationally, besides Citroën, which is a substantial promotion because it includes media, other promo partners providing media include Jack Links which is supporting the movie with one spot — an animated spot — for its Peperami and BiFi brands. That spot will air in 11 markets and direct customers to an online sweepstakes for the chance to win holiday packages and screenings. The tagline for the campaign is The Official Stunt Animal of The Angry Birds Movie.
Others that are providing package labeling or sweepstakes (but no on-air media) tied into the film include Panasonic Batteries & Torches, whose will mount a 48 country campaign that offers a family the chance to win a holiday, film tickets and screenings, and film themed movie merchandise as well as Novotel and AccorHotels which will promote the film to guests at their lobby and check-in desks (a little Angry standee that they can take their photos with to enter a similar sweepstakes). These are non-media supported.
Smaller promotions include those with The Home Depot, Sony Electronics, Sony Mobile, Danone, Nestle, Trolli, Pepsico, Ferrero Kinder, HSBC, Dr. Oetker, Telefonica and Yoplait, to name a few.
The film features some name voice and music talent as Sony hopes to grab a wide audience for this beginning of summer release — Jason Sudeikis, Josh Gad, Danny McBride, Maya Rudolph, Bill Hadaer, Peter Dinklage, Kate McKinnon, and Sean Penn, to name a few along with the music of Romeo Santos, Blake Shelton, Demi Lovato, Charli XCX, Matoma, and Steve Aoki.
The Columbia Pictures/Rovio Animation film is directed by Fergal Reilly and Clay Kaytis and produced by John Cohen and Catherine Winder from a screenplay by Jon Vitti. Executive producers are Mikael Hed and David Maisel.
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