Created by the Finland based game developing studio, Rovio Entertainment, the game Angry Birds made headlines and smashed records with its stellar performance. Initially, the game was launched in December 2009 on iOS and after selling around 12 million copies in less than a year, the game was incorporated across other digital platforms and eventually into video game consoles and PC. The game was also titled “the largest mobile app success the world has seen so far” and it comes as no surprise that it is being made into an animated feature film.
Now, to promote ‘The Angry Birds Movie’, Rovio just announced a new game named Angry Birds Action, which is developed by Tag Games and deviates from the pattern of just any other game; it serves more purpose than just a mode of entertainment. Rovio, VP of Games, Miika Tams said “We wanted to create something new and something that breached the digital and physical world.”
Thus, the organisation resorted to augmented reality in moulding their game into a promising digital marketing strategy. In the new game where the leader of the flock, red smashes through obstacles, ricocheting across like a pin ball, all while trying to save delicate and fragile eggs. Players will be using their fingers to direct the character around, unlike the previous version which used a slingshot.
But where’s the AR and virtual and physical blend that was talked about?
That is where Rovio’s ‘BirdCodes’ comes into the picture. Numerous of these BirdCodes, which are kind of QR codes, have been integrated in the merchandises and can be scanned by your phone. These will give the players additional AR bonuses and mini games.
Players can avail a whack-a-mole themed mini game from BirdCodes on Happy Meals and drink cups of Mc Donalds; a mini game featuring either one of the main characters by scanning the codes from the designs of H&M apparels and more of such.
The most interesting bonus however seems like a hidden QR code, which will be triggered by an inaudible digital watermark during the ending audio credits for the movie. Unlocking this code will provide players access to notorious pigs, a part of the movie (just like after credit scenes) which will only be available in the game.
Rovio has tied up with Zappar, an augmented reality platform provider, for the release of some one billion BirdCodes for the promotion.
The Angry Bird Action is available for free to download and has optional in-game (in app) purchases.
The Angry Birds Movie is being animated by Sony Pictures Imageworks and will be directed by Clay Kaytis and Fergal Reilly. It borrows voices from Peter Dinklage, Jason Sudeikis, Josh Gad, Danny McBride, Kate McKinnon, Bill Hader, Maya Rudolph, Keegan-Michael Key and Sean Penn and is scheduled to release on 20 May, 2016.
