Rovio recently announced that they will be teaming up with 20th Century Fox to cross promote Angry Birds in Rio. Additionally, the 30-second Super Bowl spot for the animated film will have an embedded code that will unlock a special level in Angry Birds.
“We get a lot of requests like, ‘You made ‘Angry Birds,’ can you make a game for us ‘” said Angry Birds creator Peter Vesterbacka. “Sure we can. But the smart brands are the ones who will work with the apps that have the audiences already and create experiences that will be integrated into the app.”
Also, users who complete this secret level will be entered in an official contest. The one grand-prize winner will be flown to the film’s March 22 premiere in Rio de Janiero, the same day the Angry Birds Rio app debuts.
This will be the first spot in the history of the Super Bowl that users will be necessitated to pause the spot and examine each frame to capture an embedded code. The spot will air during the game’s fourth quarter and be available after the Super Bowl on YouTube.
Source: Ad Age {link no longer active}
