Sony Pictures has announced a raft of partners for its upcoming The Angry Birds Movie in a campaign that’s expected to generate upwards of US$250 million in promotional value.
More than 100 global partners will be looking to tap into the success of the app-based property from Finland’s Rovio Entertainment, which has been downloaded more than three billion times and has 100 million monthly users.
The film, which bows next month, has attracted McDonald’s (Happy Meal program in 120 markets), Ziploc (US$5 off movie tickets with purchase of Ziploc products), Menchie’s Frozen Yogurt (select flavors and five collectible spoons), Imagine Advertising (Best of the Nest events at local furniture stores) and Happy Egg Company (free-range egg products).
Additional international promos consist of four TV spots in 23 markets by French car manufacturer Citroën; an animated spot from Jack Links supporting its Peperami and BiFi brands in 11 markets; and a Panasonic Batteries & Torches sweepstakes to win a family holiday, film tickets, screenings and film-themed movie merchandise in 48 countries.
Novotel chain AccorHotels will feature branding across its lobbies and check-in desks, as well as an in-hotel sweepstakes for guests who take a family photo in front of a customized The Angry Birds Movie photocall.
Additional global partners include The Home Depot, Sony Electronics, Sony Mobile, Danone, Nestle, Trolli, Pepsico, Ferrero Kinder, HSBC, Dr. Oetker, Telefonica and Yoplait.
The 3D-animated comedy takes place on an island almost entirely populated by happy, flightless birds. But when the island is visited by mysterious green pigs, it’s up to outsiders Red, the speedy Chuck and the volatile Bomb to figure out what exactly is going on.
The film features the voices of Peter Dinklage (Game of Thrones), comedian Bill Hader (Inside Out) and Sean Penn (Mystic River). Its arrival has been a highly anticipated one for Rovio, which spared those working on its production from last August’s company-wide job cuts. In total, 260 Rovio employees were laid off in a corporate restructuring that placed more concentrated efforts on three primary business areas: games, media and consumer products.