ASIA-PACIFIC – CHINA, OCTOBER 24, 2012 – TBWA\Shanghai has partnered with Rovio, creator of hit virtual game Angry Birds, for a unique location-based campaign for McDonald’s China.
Customers playing the game on their iOS devices can unlock special hidden game modes and get free Power-Ups when visiting McDonald’s stores. They can also experience a unique online branded game where they can enhance their playing experience by using Power Ups from the purchase of Angry Birds plush toys.
The campaign, which includes a TV spot, online advertising and in-store promotions, mobile and desktop versions of the game, will also enable customers to vote on on their favorite McDonald’s location that will host a real-life slingshot on its arches.
TBWA’s Gamelab facilitated the partnership through its relationship with Rovio. Helsinki-based Gamelab works with gaming experiences that involve active brand placements.
According to Paul Chen, general manager of Rovio China, the campaign bridges the gap "between the physical and digital worlds", with the in-game experience complementing the 1,500 completely branded physical locations in China.
TBWA\Helsinki and Gamelab vice president Väinö Leskinen said, “Games are becoming increasingly more important as a media for brands. We’re thrilled that we were able to bring our insights on how brands can optimize their presence in games to McDonald’s and work in partnership with Rovio, a true leader in games.”
