ADOTAS – Well this is a pretty cool cross-channel marketing: a Super Bowl commercial for the new 3D animated film “Rio” will feature a frame with an embedded code to unlock a new level in — what else? — mobile gaming sensation Angry Birds. It’s quite appropriate because the kid-friendly comedy adventure from 20th Century Fox is about a domesticated macaw from Minnesota who embarks on a journey to find his female counterpart in Rio de Janeiro.
OK, maybe it’s not 100% appropriate as the movie should probably advertise with “Lusty Birds,” whenever that game is created (I really hope the birds don’t try to get it on with the pigs… via catapult), but it’s a fantastic blend of traditional advertising and sponsored mobile gaming.
In addition, the new Angry Birds level includes a sweepstakes offering and the winner will get to attend the world premiere of “Rio” (in Rio de Janeiro???) on March 22 — the same day “Angry Birds Rio” is launched by Fox and Angry Birds developer Rovio. That’s some clever marketing teamwork, kids.
The television spot will be available online the day after the Super Bowl.