TBWA partners with Rovio to launch location-based campaign for McDonald’s China

The campaign allows McDonald’s customers to unlock special hidden game modes and get free 'power-ups' for the Angry Birds game on their iOS devices when visiting McDonald’s stores. They can also experience an online branded game where they can enhance their playing experience by using power ups from the purchase of Angry Birds plush toys.

In addition to engaging the millions of Angry Birds fans on iOS devices in China, the campaign also serves as an invitation to others to download the game, according to the brand.

Paul Chen, general manager for Rovio China, said: “With this campaign, we are bridging the gap between the physical and digital worlds, with the in-game experience complementing the 1500 completely branded physical locations in a new, surprising way for our fans in China.”

The integrated campaign launched with a TV commercial to introduce the story along with the customised game, which features in-game advertising and is available on both mobile and desktop devices. The campaign also includes in-store promotions, online advertising, social and outdoor media. Leo Burnett Shanghai executed the outdoor advertising.

Consumers will be given the opportunity to vote on the city that will get to build an actual slingshot, like those used in the Angry Birds games, to protect their local McDonald’s food from the pigs. 

The partnership is facilitated by TBWA’s Helsinki-based Gamelab, a centre of excellence within TBWA’s Digital Arts Network, working with gaming experiences that involve active brand placements.

Väinö Leskinen, VP of TBWA\HELSINKI and Gamelab, 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 optimise their presence in games to McDonald’s and work in partnership with Rovio.”