Background

Mobile game producer Rovio, famous for the Angry Birds games, produced a video to promote the release of multiplayer mode for their popular racing game Angry Birds GO!

Objectives


Target websites mapping


25 pieces of coverage reaching 2.5 million monthly visitors



40K+ views contributed to the video as a result of coverage



500 blogs individually contacted


Strategy

Viral Seeding put together a strategy which consisted of undertaking outreach to gaming and mobile related sites, and sites which had covered Angry Birds in the past.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Contacting journalists and bloggers who had previously written about Hatred



Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video



Daily reporting and final project evaluation


Campaign Results


28 pieces of coverage secured reaching over 169M monthly unique visitors



Over 17k organic views contributed to the video



200+ social shares to over 3m followers and fans


Highlights & coverage

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