Sony Pictures has teamed with promotional partners across the world to create a campaign to build the global appeal of Angry Birds.
These partnerships have been forged as the studio prepares for the release of the Angry Birds movie this May and will include new initiatives with the likes of McDonald’s, Citroen and Panansonic.
With more than 100 partners on board to deliver $250 million in promotional value, the Angry Birds promotional campaign has been billed as one of the largest in Sony Pictures’ history.
“There are few brands that have the rabid worldwide online following of Angry Birds, allowing for vast opportunities for global partnerships,” said Josh Greenstein, president of worldwide marketing and distribution for Sony Pictures Motion Picture Group.
“Working closely with Rovio and teaming up with some of the world’s most powerful brands, we created a campaign that will make an impact for our partners and build excitement for the movie.”
Highlights of the promotional campaign include partnership with fast-food chain McDonald’s who is on board to orchestrate a happy Meal programme in 120 markets across the globe and deliver a physical-digital experience for its customers.
French car manufacturer Citroen will run a campaign featuring four different custom television spots that will be promoted in 23 markets with the tagline ‘Makes Angry Birds Happy’.
The Novotel hotel brand, AccorHotels will run Angry Birds branding across its lobby and check-in desks, as well as offer an in-hotel sweepstake allowing guests who take a family photo in front of a customized The Angry Birds Movie photocall to enter to win a family holiday.
The Home Depot, Sony Electronics, Sony Mobile, Danone, Nestle, Trolli, Pepsico, Ferrero Kinder, HSBC, Dr. Oetker and Telefonica.
The Angry Birds Movie will hit theatres on May 20th this year.