One can’t accuse Angry Birds developer Rovio of having small ambitions, with a plethora of games, T-shirts, and toys. Now, Rovio and Finnair are engaging in what they are calling the “longest, highest Angry Birds flight.”

Finnair will fly from Helsinki to Singapore with eight Angry Birds fans, who will compete in the Angry Birds Asian Challenge mid-flight. The companies are starting a search for players to participate in the competition.

“We always want to give awesome experiences to our fans, the fans of Angry Birds,” said Aki Snellman, a producer for Rovio. “This collaboration with Finnair seemed like a perfect fit to reward our most active fans and let them have a unique experience on board Finnair’s flight.”

“[Rovio is] opening up stores in China,” said Jarkko Konttinen, Finnair’s vice president of global marketing. “Since they have their eye on Asia, and we, although a small airline, see Asia as a growth market, it was very natural that we joined with them in this competition.”

Konttinen said Rovio approached Finnair with the idea during a Finnish midsummer festival in June. “We feel that in today’s world where there’s a lot of storytelling, relevant and interesting content is far more fascinating than very straightforward communications,” said Konttinen. “Of course, we are both coming from Finland . . . and we are both heading to Asia. But I like the thinking I see with Angry Birds. All the vision that they have.”

Source: AdWeek