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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PHX CorpI'm going to do a test stream later today, if anyone is intrested07/31/2014 - 2:40pm
Andrew EisenYes, I'm such a big Nintendo dork that I read Nintendo's quarterly financial reports.07/31/2014 - 2:09pm
Andrew EisenCool tidbit - Mario Kart 8 sales account for more than half of total Wii U software sales for the last quarter even though it was only available for the last third.07/31/2014 - 2:09pm
Andrew EisenStill a pretty cool promotion. Unfortunately for me, I'm not interested in purchasing Mario Kart 8 and I already owned or didn't want any of the free games on offer.07/31/2014 - 1:43pm
Andrew EisenInteresting that EU had 10 games to choose from while North America only had four.07/31/2014 - 1:41pm
MaskedPixelanteIt certainly worked, I probably would never have bought Mario Kart 8 if it didn't come with a free copy of Wind Waker HD.07/31/2014 - 1:14pm
Andrew EisenI imagine will see similar promotions like "Buy Mario Kart 8 get a download code for one of these specific games" but almost certainly not for all of its (however you would define) biggest releases.07/31/2014 - 11:24am
MaskedPixelanteI wonder if Nintendo is going to be doing "buy one get one free" promos for all their biggest releases going forward.07/31/2014 - 10:48am
MaskedPixelantehttp://www.mcvuk.com/news/read/special-report-retail-revolt-over-pc-code-strippers/013614007/31/2014 - 8:27am
ZippyDSMleeWouldn't they be able to afford and get done in a timely manner a general gba emluator for the 3DS? It seems to me if they want to make money off sales they need to do it.07/31/2014 - 7:25am
Sora-ChanAmbassador program, that's what I was looking for. Anyway the other games that have been made no longer exclusive to the early adopters got updates in their software. It'll only be a matter of time more than likely for the GBA to get the same treatment.07/31/2014 - 5:35am
Sora-ChanI might be naming it incorrectly when I say "founder" i mean the program for earlier adopters.07/31/2014 - 5:34am
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Zenemulator...it's not just a slap job that makes "some" work..they do it for each which is why they work so well. I would rather have the quality over just a slap job.07/30/2014 - 5:48pm
ZenMatthew there is a difference between "worked" and "accurate". You play the Nintendo VC titles they play as damn close to the original as possible. The PSP would just run them as best they could, issues and all. And Masked...EACH VC title has their own07/30/2014 - 5:48pm
MaskedPixelanteOnce again, the 3DS already HAS a GBA emulator, it just can't run at the same time as the 3DS OS.07/30/2014 - 4:54pm
Matthew Wilsonyou cant street pass in ds mode ether, and if moders can make a gba emulator that runs very well on the psp as I understand it. you are telling me that Nintendo devs are not as good as moders?07/30/2014 - 4:49pm
Zenperformance. Halo 1 and 2 worked great because they actually did custom work on each of them...just like Nintendo does now lol07/30/2014 - 4:08pm
Zenexisting hardware while the GBA has to be emulated completely. Same reason the 360 couldn't run most Original Xbox games correctly, or had issues because they just did "blanket approach" for their emulation which led to game killing bugs or horrible07/30/2014 - 4:07pm
ZenSora/Matthew: It's not just Miiverse, but the whole idea of streetpass and things like that would be affected if the OS is not running. And just because a 3DS game can be downloaded and run does not mean that GBA can as easily. Those 3DS games use the07/30/2014 - 4:06pm
 

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