The popular smartphone game Angry Birds is celebrating its ten year anniversary with a charitable campaign for children.
Rovio Entertainment, which owns the game, has created the “Bring the Anger” campaign to encourage people to turn rage into positive action. Since its debut in 2009, Angry Birds has been downloaded 4.5 billion times collectively with millions still playing daily. The company has plans to debut a series of creations and events throughout the month of November, beginning with the Angry Birds “Rage Riders” scooter that, through voice activation, goes faster the louder the rider vents. A select number of scooters were sent out to avid players and influencers to promote the campaign. The scooter is also being endorsed online through social media channels including YouTube and Instagram—a tactic necessary for apps to increase brand exposure according to a Gartner L2 report on the topic. Fans online may also donate to the Finnish branch of the United Nations Children Fund—the game’s charity partner that helps provide uninterrupted schooling to children in conflict zones. Rovio has already pledged a $100,000 donation in honor of the festivities.
Within the Angry Birds game, players can participate in a communal version of the game with a collective goal of “popping” ten billion pigs in the month of November. The total tally of pigs “popped” will be revealed in the app’s homepage in early December.
Angry Birds plans to announce surprise global events throughout the month of November to popularize the anniversary campaign. Other digital brands may look to Rovio and Angry Birds when planning in-person, interactive advertisements in the future.