Building the Angry Birds Brand

For my Kent State University master’s Public Relations Management course, I presented a research paper that analyzed the public relations and marketing strategies of Rovio Entertainment’s Angry Birds franchise.

The paper highlights Rovio’s ability to successfully build, differentiate its brand, and collaborate with partners as described by Marty Neumeier in his book, The Brand Gap.

With more than one billion downloads, Rovio’s slingshot-puzzle game, Angry Birds, has received a great deal of international publicity and acceptance, which has allowed the video game developer and entertainment media company to produce games for mobile devices and video game consoles as well as a variety of consumer products and memorabilia.

As “Angry Birds addiction” takes over the digital world, Rovio plans how to expand its company by taking advantage of its 200 licensing partnerships to pursue real-world opportunities in the consumer products industry (Angry Birds plush toys, t-shirts, Visa debit cards); entertainment industry (Angry Birds theme parks, animated TV series); and food industry (soft drinks, candy).

Rovio’s attention to corporate relationship-building, public relations, social media, and marketing have helped make Angry Birds one of the most downloaded mobile apps on mobile devices, as well as one of the world’s most desirable partners for advertising opportunities in today’s digital market.

If you would like to read the full research paper on Angry Birds, please click here.

Below, you can find a complimentary SlideShare presentation that summarizes the paper and highlights Angry Birds benchmarks from 2009 to 2012.

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Yasheaka Oakley Owens

Yasheaka Oakley Owens is the owner of YOakleyPR, a woman-owned small business that provides public relations, social media, and online marketing support services to small businesses and 501(c)(3) nonprofit organizations in Southeastern Pennsylvania, Southern New Jersey and Delaware.

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