1. State of the Brand
March 2013

2. 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

3. Brand Health

4. 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

5. 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

6. 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)

7. 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

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

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

10. Brand Essence

11. 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Outdated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

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

13. 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

14. 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

15. 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

16. Future Film

17. 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)

18. 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]

19. 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

20. 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

21. 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]

22. Thank You!