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Attention Span Wins 2014 Communicator Award

Integrated Angry Birds/Kennedy Space Center campaign boosts awareness into the stratosphere

Announcement: The Communicator Awards, which honor excellence in big ideas in marketing and communication, have awarded a 2014 Silver Communicator Award of Distinction to our “Angry Birds Invade Kennedy Space Center” campaign.

We joined forces with Delaware North Companies and the Kennedy Space Center Visitor Complex to spotlight the Angry Birds Space Encounter installation. Our goal: generate organic buzz and awareness around the launch of the installation. We took a two-pronged approach, using a targeted influencer outreach to kick off a broader social campaign.

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Using our proprietary audience relationship platform, Fanatical, we targeted influencers who could activate our core audience, the segment at the intersection of space buffs and Angry Birds fans. By giving our influencers personalized graphics to promote the event, we strengthened our relationships with them and set them up to help drive the promotion.

We then went broad, dropping hints of the Angry Birds Invasion by having them “invade” otherwise normal Kennedy Space Center social media posts. This generated buzz leading up to the launch day at Kennedy Space Center, where we brought the invasion into the real world, with plush Angry Birds photobombing pictures all around KSC. The campaign garnered press hits on Mashable, The New York Times, and USA Today, among other outlets.

We were honored to join an elite group of award recipients that includes Omnicom Media Group and Weber Shandwick.

For more detail on the strategy and execution of the campaign, check out our #AngryBirdsInvadeKSC award entry.