News

Angry Birds fly into Happy Meals

May 10, 2016

McDonald's restaurants are clearing a flight path to land the Angry Birds in all of its 33,000 restaurants later this month when the renowned animated birds' first movie opens worldwide. In fact, the chain's Happy Meals will be the primary destination for the birds, along with a mobile device-based digital promotion and TV ad campaign.

According to a news release, the McDonald's Angry Birds digital program is the first-of-its-kind for the longtime burger franchise. The promotion uses BirdCodes as part of play in the Angry Birds Action! game released through Rovio Animation last week. Game players scan codes on McDonald's Happy Meal, Big Mac and French fry boxes to unlock an augmented reality mini-game that will launch directly on mobile devices.

McDonald's executives are calling the program an immersive experience for customers as part of the Angry Birds campaign. In other words, all the signs, packaging and other in-store paraphernalia will take on the Angry Birds theme. In fact, in some Asian markets, food items inspired by the characters will  be featured, like the Angry Red Burger (double chicken patty) and Naughty Green Burger (grilled pork patty) in China. And in the Philippines, customers will be able to partake of Bomb's Black Sesame McDip, Piggies Oreo Matcha McFlurry and Red's Cotton Candy McFlurry.

As most of the world knows by now, Angry Birds is one of the planet's most popular apps, with more than 3 billion downloads and 100 million monthly active players. Sony Pictures and Rovio have reported previously that the Angry Birds brand has more than 100 partners worldwide delivering $250 million in promotional value. McDonald's spokeswoman, Lisa McComb, said the chain wants to be a part of that popularity.

"The Angry Birds Movie' will be one of the biggest animated events of in 2016 and, knowing our customers will love it, McDonald's is putting big promotional support behind the film," she said.

"When customers visit McDonald's restaurants throughout the world, they'll experience Angry Birds in a creative and truly immersive new way. Featuring 'The Angry Birds Movie' aligns perfectly with our brand." 

"The Angry Birds Movie" is the first full-length film for Rovio Animation, which partnered with Sony Pictures to release the feature.