Angry Birds Help Stop Digital Abuse

Campaign: Angry Birds Help Stop Digital Abuse
Company: Rovio and MTV
Nonprofit Partner: None Mentioned
Launch Date: March 22, 2012

Campaign Description:  

Rovio will incorporate a cause marketing effort into the release of the new Angry Birds Space Game in partnership with MTV.  Through the end of April, users will get exclusive access to a secret Golden Egg level of the new game as a reward for taking any action to stop the spread of digital bullying, abuse or discrimination via MTV’s Draw Your Line app.  Additionally, an original Angry Birds PSA that calls on young people to help stop cyberbullying when they see it will debut on MTV’s digital properties in the US and abroad.

Our Take:  

With a huge built-in and engaged audience, Angry Birds is well positioned to execute a cause campaign that requires online action.  Linking a Golden Egg, the holy grail of the game, to this campaign gives the cause message instant in-game value for devoted users.  Taking a stand against cyber abuse makes perfect sense for both MTV and Rovio.  This campaign takes its place among a recent string of impressive brand-to-media-conglomerate cause partnerships.