Rovio Reveals 'The Hunt for the Golden Pistachio'

December 1, 2011 -

How far will Rovio go to market Angry Birds? As far as they can, apparently. Besides the numerous licensing, marketing and merchandising deals, the high profile brand is being used as a cross-marketing tools for companies like Wonderful Pistachios. This morning the company announced an Angry Birds game called "The Hunt for the Golden Pistachio," which it describes as the "first-ever fully branded, custom Angry Birds game released in the U.S." The browser-based game (which they say has been optimized for Google Chrome) is tied to a promotion and a contest involving 20,000 prizes with a total retail value of more than $300,000.

This should come as no shock to anyone who has visited a local 7-Eleven only to be met by the odd gaze of an Angry Birds plushy toy. More from this morning’s press release on the contest:

"The 'hunt' begins December 1 when consumers log on to www.getcrackin.com to play the game and win big prizes. The first two levels are open to players globally. Throughout the month of December, U.S. residents older than the age of 18 can earn prizes in levels three and higher by sharing aspects of the game on Facebook and Twitter or entering a “Get Crackin’” code found on specially marked bags of Wonderful Pistachios. Once they enter the code, players will be able to find and crack open hidden in-game Golden Pistachios that may lead to real-life rewards. Prizes range from free pistachios and Angry Birds plush toys to $25,000 cash. Players will have to act fast for their chance to win because on December 31, 2011, the opportunity to win big ends. After that, all levels of the game will be open to all players."

Rovio adds that this deal is part of a larger partnership between the two companies, and represents "the latest phase in the tremendously successful 'Get Crackin’' campaign, where Angry Birds took center stage along with a nutty cast of other characters who show off how they crack open pistachios in the iconic ad spots."

Of course one has to wonder how far Rovio can go with one brand. After all, even Zynga's Farmville couldn't retain its base forever - and that was quite an impressive amount of players and fans.


Comments

Re: Rovio Reveals 'The Hunt for the Golden Pistachio'

I wish I could remember where I saw it, but I think one of the Rovio execs said what amounts to "we have no idea how we hit it so big with Angry Birds or how long it will last, so we're going to ride this gravy train while it lasts."

I can get behind what they're doing here. I may not care much about Angry Birds, since I've played its ilk many times on free flash game sites (Kongregate and Armor Games, mostly), but I admire the marketing machine they've built around it.

 
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ZippyDSMleeoy the skyrim paid mod thing is going over well. My 2 lints, I would not mind if Skyrim had a full SDK and not a crappy lil editor....04/24/2015 - 6:46pm
Andrew EisenWell, that is indeed crappy and nonsensical.04/24/2015 - 3:45pm
Matthew Wilsonshe got attacked for saying that she personaly has not experienced the harassment some other female devs have, and she got acused of defending GG and ignoring harassment. she ended up getting dog piled because of it.04/24/2015 - 3:43pm
Andrew EisenFine but do you recall ANY details at all?04/24/2015 - 3:38pm
Matthew Wilsonit was several weeks ago now, and I will admit to not saving it.04/24/2015 - 3:36pm
Andrew EisenAttacked HOW and by WHOM for not writing off WHO as evil? Do you have a link or anything?04/24/2015 - 3:31pm
Matthew Wilsonthat is the whole point she was not attacked for saying anything. she was attacked for being willing to debate in the first place, and not just write them off as evil.04/24/2015 - 3:28pm
Andrew EisenI know there's not a lot of room in the Shout box but goodness you're being vague.04/24/2015 - 3:26pm
Andrew EisenGreat, but that STILL doesn't tell me what she said, why she was attacked (or what the attack was) or what "standard line" she's following. Details, man. Details!04/24/2015 - 3:25pm
Andrew EisenOr what the heck Nina White (someone else I've never heard of) is actually referring to.04/24/2015 - 3:24pm
Matthew Wilson@AE she is a game dev. she used to do stuff with hormanix and now works with https://outact.net/#!/?page_id=2 she will often engage and debate both side.04/24/2015 - 3:23pm
Andrew Eisen...following.04/24/2015 - 3:23pm
Andrew EisenYou mean focus on stopping the bad behavior of those who are doing it rather than condemning all the people that associate with them? Great. But I still don't know who Emma Clarkson is, what she said, why she was attacked or what "standard line" she's04/24/2015 - 3:23pm
Matthew WilsonI think people are coming around to the idea that divide and conqueror might be a more effective method than scorched earth. scorched earth has been tried for 8 months with almost no progress, so its time try something new.04/24/2015 - 3:20pm
Andrew EisenCan you elaborate? I don't know who that is.04/24/2015 - 3:17pm
Matthew Wilsonas I understand just general difference of opinion. for example I have seen Emma Clarkson get attacked becouse she chooses to engage and debate, instead of just fallow the standard line.04/24/2015 - 3:13pm
Andrew Eisen'Cause if it's the latter, that kind of stuff should be shamed.04/24/2015 - 2:47pm
Andrew EisenAnd shaming women for being women or having an opinion or shaming specific women for exhibiting particularly repugnant attitudes or behaviors?04/24/2015 - 2:47pm
Andrew Eisen"Last few days" seems pretty specific. I honestly don't know what he's talking about. I hear that sentiment all the time but I've never actually seen an example of it.04/24/2015 - 2:46pm
Matthew Wilsonjust the general actions on both sides, but in particular those who are anti gg, but using the same tactics of harassment and shaming.04/24/2015 - 2:34pm
 

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