Recently I came across an awesome activation idea which is done by a brand called T Mobile, the idea was executed in Spain.
T Mobile wanted to leverage the popularity of the game, so they created the angry bird game to connect the love of Angry Birds to its entire smart phone product range with life sized installation of the game.
Check out the video, you will get better understanding what exactly they did….
The best part of this activation is how beautifully digital game has been married to on-ground activation, where the consumer is playing the game on the phone and simultaneously everything what’s happening digitally is happening live in front of them with real exploding, with music playing when the angry birds hits the target or misses the target.
If you look at the idea then there is no brand insight as such which relates to the activation idea but what they saw was the popularity of the game, the game has been played and loved by everyone across the globe and they saw an opportunity to do something innovative with the game itself.
By doing this they have taken Angry Birds to the next level, way past the Angry Birds Cake that had almost 6 million views.
I think the activation is awesome it attracts the consumers, engages them and entice them to share the idea with their friends, relatives etc…