Of How Angry Birds Became a Transmedia Component

On March 22 2010, Angry Birds Rio was made available in App Stores worldwide (as the trailer so eloquently puts it).

So what makes this new edition of the game so different? After all, various variations of Angry Birds already exist (Original, Seasons, Lite). Well, here’s the kicker: it was developed under licence in conjunction with the animated feature Rio (distribué par FOX) released April 15th.

What we have here is a great example of a transmedia component that enhances the marketing efforts of a feature movie by drawing to an audience already sold to the game.

Angry Birds is an undeniable success (50+ million downloads is just the tip of the iceberg). As for FOX, they take advantage of a great opportunity, i.e. bridging swarms of players with the movie. Instead of developing a new game and having to build up a player community, the Angry Birds licence simplifies things for them, all the while giving the film extra buzz and exposure.

Whether or not you are a fan of the movie, I bet a lot (and I mean A LOT) of people will be downloading (buying, that is) this game and will spend a few (quite a few) minutes throwing birds.

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