For Marketing and PR, I produced an Angry Birds campaign for Angry Birds: The Movie, which is due for release in 2016. This is my campaign to promote the film.

1. Working to a creative brief
Angry Birds: The Movie
Meg Henwood

2. The creative brief I made
 I created a brief that worked towards a film that
is due to be released in August 2013.
 The film is Percy Jackson and the Sea of
Monsters, the second to a five part series that
follows the eponymous character of mythical
adventures.
 This brief was made because the first film wasn’t
as successful as hoped, and existing fans are
reluctant about this second film.

3. The creative brief I chose
 I chose to work on the creative brief for Angry
Birds: The Movie. It is due for release in Summer
2016.
 It will be produced by Rovio, the maker of the
game, as well as David Maisel and John Cohen,
who have worked on films such as ‘Ice Age’ and
‘Hop’.
 I chose this brief because of the time. The film is
due to be released in 3 years time, which means
that my campaign is original, and nothing for the
film is around now (e.g. no posters, trailers etc.)

4. About my product
 Potential cast members include Anne Hathaway,
Bradley Cooper, Whoopi Goldberg and Robin
Williams.
 Rovio will be producing a year-long series of
‘Angry Birds Toons’, which is an animated show
while fans wait for the movie.
 The game was first created in 2007, and has had
over 1 billion downloads. The game now has
many versions, including ‘Angry Birds Rio’, ‘Angry
Birds Space’ and more recently ‘Angry Birds: Star
Wars’.

5. Target Audience
 The target market for this product is children and teenagers
between 7-20 (according to the creative brief)
 Can also be considered as people who have played and are
fans of the game.
 The film would also have to appeal to adults, as they would have
to take the younger end of the target audience. However, adults
do play the game too, and it appeals to all genders.
 Appeals to a broad demographic because it is a multi-platform
game, is 'portable media', can be played on the move.
 The game is also incredibly simple, so it is easily accessible to all
ages

6. Preliminary research
 For this, I decided to research games that have
been turned into movies.
 When researching this, I found a number of
games that had done this: Pokemon, Lara Croft:
Tomb Raider, Assassin’s Creed and World of
Warcraft.
 I decided to focus mainly on Pokemon, but then
on Lara Croft.

7. Preliminary research
 Pokémon started as a hobby for catching bugs.
 The creator decided to create a game out of his
bobby for his children. Gameboy took the idea on,
where catchers have to collect the 150 Pokémon.
 The film was marketed all over the world with
posters, trailers, and the reveal of a 151st Pokémon.
 The campaign was helped with the selling of a new
game release, the animated TV series, and
merchandise, which included a playing card
game, toys and a ‘Pokedex’.

8. Mind Map
Print Marketing
• Bus Stops
• Billboards
• Outdoor Marketing- mass
marketing
• Posters/images
• Leaflets
Publicity
• Encourage press to talk
about your product
• Press Release- promote
the benefits
• Stories/articles
• Reviews
• Chat Shows
• Interviews
• Celebrity endorsement.
Web 2.0
• Connects with a niche
audience
• Social Networking/ blogs
• Adverts/banners
• Emails
• Website- ‘unlock info?’
Events
• Premiere- niche audience
but generates publicity
• Award ceremonies
• Sponsor events
Trailers
• Cinema before
films
• YouTube- on its
own or before
videos
• TV
Other
• Itunes
• Mobile Technology
• Merchandise
• QR codes
• Giveaways
• Word of Mouth
• Theme Park

9. My Ideas
 Poster
 Web banner- animated
 Event- Introduction of the new pink bird and
orange bird. Giveaways
 Twitter and Facebook- news feed, hash tag,
competition
 Press Release

10. Marketing Strategy
 In response to the creative brief, the strategy will
involve a through-the-line campaign with mainly
traditional methods, but incorporating Web 2.0 to
advertise the film to the correct target audience.
 This strategy will focus on promoting the
upcoming movie to the target audience, as well
as their parents. It will be promoted as a 'family
friendly' film.

11. Marketing Plan- SWOT
 Strengths
 Angry birds is a well-known game, and popular
 It will have been played by quite a broad audience which will
also attract more of a profit.
 The producers have been focused on in articles.
 The movie will be produced in both 2D and 3D
 The film will début 6 months before the 7th year anniversary of
the games release, which could be used in Rovio's favour.

12. Marketing Plan- SWOT
 Though the movie is likely to be a success with children,
 it does have a limited target audience,
 as well as a limited story line.
 The product launch is also in 2 years times. This is a potential
problem because a lot of technology could be produced
which would help market a product, so it is difficult to think of
everything now.

13. Marketing Plan- SWOT
 The Olympics- being held in Brazil. (for example, they could
make the Olympic rings with the birds heads on them, or
have the birds soaring through the rings as a way of
advertising). They could also use the fact that they already
have 'Angry Birds Rio', which is one of their games which is
linked with the film 'Rio', which is obviously set in Brazil.
 There is also Euro Football that they could sponsor, which is
also due to happen in 2016.
 Another potential opportunity is technological advances, for
example, 4D cinemas, which would create an interactive
cinema experience.

14. Marketing Plan- SWOT
 A technological threat is that the novelty of going to see 3D films in
cinema probably will have worn off by 2016. However, if 4D is invented,
then they would be this in there anyway.
 Another major threat is if Angry Birds isn't as popular as it is now. Already
fans are skeptical.
 Another threat is the target audience itself. The film isn't hitting a target
audience of people who have disposable income, which is typically
between the ages of 16-24. The film will have to make parents want to
take their children.
 The economy will also affect the amount of takings the film has: if the
economy is bad, then it may not make as much. However, this could be
an opportunity, as if the economy is good, then this won't be a problem.
 Lastly, an unlikely threat is if there was to be an outbreak of something
such as bird flu. This may affect the takings, but it is highly doubtful.

15. Marketing Plan- Competition
 There is already a lot of competition of films that are
due to be released in 2016. However, the months of
these films are to be confirmed.
 These films are: ‘Avatar 3’, ‘Finding Nemo 2’, ‘Kung
Fu Panda 3’ and ‘How to Train your Dragon 3’.
 These are problems because they are all well known
franchises and have been popular, with the first
Avatar making over £3 billion worldwide.
However, Angry Birds has never been made into a film, so isn’t overdone!

16. Idea 1
 My first idea is a poster campaign. This consists of
eleven different movie posters.
Why do the
poster
campaign
like this?

17. Research
 For my second idea, I decided to research what
websites would advertise my banner. The first was
social networking sites, as on Twitter and
Facebook, Angry Birds already has its own page.
 I also looked at children’s websites to see whether
they could. Sites such as Neopets, an online game
similar to a tamagotchi could advertise the banner
because it is of similar subjects.
 However, I found that ‘Club Penguin’, a Disney site
where the user can play games, wouldn’t
advertise because they don’t have third party
advertising because they believe that the target
audience is too young to be influenced by them.

18. Idea 2
 My second idea was an animated web banner.
 I thought that this would be a good idea
because the game originated from an online
platform.
 The creative brief also stated that the game
should include an online campaign.
http://meghenwoodmarketingandpr.blogspot.co.uk/2013/03/animate
d-web-banner.html
How was
this
made?
Why?

19. Idea 3
 My third idea was an event.
 This will be in main cities: London, Manchester,
Edinburgh and Cardiff.
 The event will include the introduction of two
new birds: The orange and the pink.
 The event will be an ‘Angry Birds Fare’, and
games will include:
A game similar to the game.
Piggy Shy
Angry Birds Toss
And Angry Birds
Bowling. Each
game will have
target scores. The
prize they win will
depend on the
score.
Why this
event?

20. Idea 4
 My fourth idea was a Twitter and
Facebook page.
 I made the Facebook page using an
online application called ‘Fakebook’. I
then took this to Photoshop to make final
touches, such as the Facebook logo, the
search bar and my poster.
 For the Twitter page, I created an actual
Twitter page, got some followers and
‘tweeted’ several times. This was then
taken to Photoshop and tweaked.
Why have I
done this?

21. Idea 5
 My fifth idea was a press release.
 I decided to do this because it would create
hype about the film.
 I added all of my ideas/images into this press
release and wrote about them.
Why have
I sent to
these
places?
‘Angry Birds fans will be happy to hear that Rovio is
planning the production of Angry Birds: The Movie in
Summer 2016, along with producers David Maisel and
John Cohen.’ (Start of press release)
Would send to:
• The Sun
• Total Film
• Empire
• Jonathan Ross
• Heat
• Shout
• Toxic and
• Kids.
What is my aim of writing this press release? to get a wide audience who
isn't necessarily the target audience talking about the film. This is because they
would be able to promote to parents and older siblings, so they would take
the child to see the movie.

22. Media Plan
Why would
my
campaign
be like this?

23. Thank you