State of the Brand March 2013

Objectives and Methodology Evaluate awareness and health of the Angry Birds Brand Identify franchise strengths Measure interest in a potential film Methodology Fielded March 1-4th 520 online interviews among: 280 interviews among General Moviegoers ages 13-49 120 interviews among Parents of 7-12 120 interviews among Kids 7-12

Brand Health

Angry Birds in Perspective Released in 2009, Angry Birds is one of the most successful gaming mobile apps with over a billion downloads worldwide Released in December 09, was awarded “App of the Year” Since then has released 5 special editions including a Star Wars version Has numerous merchandise including food, clothes, toys, and games

Moviegoers Have High Awareness Awareness and playing are high and consistent across all age groups and genders Kids 7-12 have the highest player and fanship, particularly among 7-12 males (60% are big fans) Parents of 7-12 also form a base of support with the next highest fanship

Interaction with Brand is High Moviegoers have a strong engagement with the brand not only through the gaming apps but merchandise as well They are most familiar with the original app 64% of players play at least once a week 24% Have purchased or own merchandise % Saying which apps they’ve played (among players)

Measuring Brand Strength Evaluated Angry Birds and 13 Other Comparable Entertainment Brands: Aware Popularity “Big Fan” More Popular in Two Years Power Would make a good big screen movie Definite Interest in a New Movie

Angry Birds is an Established Brand Expanding Established Power Niche Stagnant Popularity

Angry Birds is the Most Popular Brand Among Kids Expanding Established Power Niche Stagnant Popularity

Brand Essence

Measuring Brand Essence Perceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise, the stronger the perceived association between them Appeals to kids and adults Action-packed Adventurous Boring Childish Cute Exciting Family-friendly Fun Funny Has good stories Heartwarming Imaginative Original Outdated Outrageous Popular Smart Silly Strange

Angry Birds is Popular and Exciting Smart Cute Action-Packed Strange

They describe Angry Birds as: Players Are Addicted Players love the silliness of the game, the fun characters, and consider themselves addicted They describe Angry Birds as: It is an overall fun game and has kept me entertained for a long time. [M18-24] Of course the interesting characters. the games are so addictive. [Mom] the noise the birds make. The pigs faces. It is action packed. Like to see the birds houses crumble.[M7-9] Their favorite characters: 44% 24% 23% 23% 14% Red Birds Blue Birds Yellow Birds Black Birds Green Piggies

Key Brand Assets 59% 51% 48% 47% Variety of Birds Can Play Anytime For fans, the FOUR core brand assets are: Variety of Birds 59% I like the different types of birds [M10-12] Can Play Anytime 51% good way to entertain myself while stuck somewhere with my phone [F25-34] Use of Strategy 48% I enjoy the challenge throughout Angry Birds. [F13-17] Animation style 47% The artwork is so simplified yet it makes the characters memorable.[Dad] % of Fans Saying they like this

Popularity is Anticipated to Grow Moviegoers anticipate that Angry Birds will be more popular in 2 years than other comparable franchises Among regular players (at least once a week) 46% think it will be more popular

Future Film

Moviegoers Want a Family Blockbuster Moviegoers anticipate Angry Birds being a fun, summer animated film made for kids and families 62% Want the film to come out in the summer 68% Want it to be all computer animated over a mix of animation and live-action % Saying they want the film to be in 3D 52% Expect the film to have a G-rating (40% say PG)

Expanding the Mythology Moviegoers are extremely familiar with the mythology and are looking for a through line that will connect what they know to a film Start within the mythology of the game – birds vs. pigs, stolen eggs Following the storyline of the game - trying to rescue the eggs from the kidnapping piggies [Mom] Expand on characters and answer questions– birds abilities, differentiate and motivate the birds it should be about how the birds got their abilities [M10-12] The birds & pigs will have to unite to defeat an evil pork company that wants to use the pigs for ham. [M13-17] Elevate the stakes by introducing new danger – new enemies or twist The piggies were trying to take over the world. [F7-9]

What a Film Needs to Deliver On Since the Angry Birds developed storyline is small in scope, there is a lot of opportunity for potential film, but there are a few elements that moviegoers will expect: Look similar to game Movigoers love the quirky style of the game and will expect the movie to look similar Incorporate all characters Fans of the brand will expect to see all their favorite birds and pigs in the film Must be Cinema-Worthy They want to see cinematic special effects that make it worth the transition to the big screen Add depth to the story They’ll want to see something new to keep the brand fresh and popular

Fans Breakdown Who They Are What They Watch How to Reach Them 40% Kids 7-12 Also skews more Dads More likely to be Fans of Family Movies More likely to play video and computer games and visit YouTube Who They Are Once a week players skew more non-white     What They Watch More Likely to Have Seen in Theaters How to Reach Them

Additional Storyline OEs Moviegoers were very enthusiastic about the potential film and had a lot of storyline ideas how all the birds cooperate using their special skills to help save the world [Mom] The pigs are tired of being oppressed by their evil bird overlords and want to revolt. They build up strongholds to defend against the birds, but they suicide bomb the buildings to kill the pigs. [F18-24] I would see an Angry Birds movie being about The Pigs being an evil group trying to take over the worl [M35-49] it should be about the last free bird on the planet and he has to fight the piggies to release his friends with his golden slingshot [M18-24] How the birds will defeat the piggies once and for all, but they become friends somehow [F7-9] How the pigs attack the birds because they've had enough of them killing them. [M13-17] it should be about the birds and the pigs against an alien [M10-12]

Thank You!