Deutsche Telekom has launched a new international campaign with the Angry Birds mobile phone application as the backdrop.
Developed by Finland-based entertainment media company Rovio, Angry Birds is one of the most popular mobile phone applications on the market today. The aim of the campaign is to drive smartphone adoption.
These more affordable devices and the company's attractive new data tariffs make it possible for more customers than ever before to experience the mobile Internet, reinforcing the "Life is for sharing." brand promise. The new campaign underscores this and features a life-sized, functioning mock-up of the Angry Birds game. Integrated campaign As people passed by the mock-up, they could use a smartphone to activate a giant catapult that shot oversized stuffed Angry Birds into the cages, effectively playing the game in real life. The campaign has already begun in Bulgaria and will be rolling out across Croatia, the Czech Republic, Greece, Hungary and Romania over the course of the summer with more markets set to follow. As an integrated campaign, it will be featured across all media, including a television spot, corresponding print media, online activities and in-store decoration. Best selling game ever Rovio's mobile app is the best selling game ever in the Apple App Store, the Android Market and in Nokia's Ovi Store. It has been downloaded 200 million times since its launch in early 2009. More than 40 million people play the mobile game every month. With the campaign, DT is leveraging the app's popularity to reach out to those consumers who want a smartphone but do not have one yet.