Angry birds – the game that ‘turned tables’ on the way we knew computer gaming before it. Other than creating a created a splash among casual gamers and inciting addiction among the serious ones it went on to become the next sensation after Facebook (at least by my own measure). The near sight is a nicely done up game that is cute and fun. But from a distance a marketer can see few lessons to learn. So here are four things that I think every marketer can learn from this game.
Create love: Ask anyone who has played the game and they would unanimously say they love the game. Sure, there came other games along the way but the Angry Birds made heads turn. I have heard people say about other things like Marmite – ‘You either love it or hate it’ but with this one it is love all the way. . I read somewhere –the best marketing means is ‘Word of Mouth’; and a successful brand rides on it.
Four popular characters in the game each creating enough enthusiasm around the game before launch
Talking point: The success of the game was not just limited to an increased number of downloads but also how the game became viral. In a short span of time Angry Birds was the talking point on everyone’s wall, a community built overnight and friends playing each other. The hype that got created just before the Angry Birds Space launched could be likened (in my opinion) only to the launch of iPhone.
Keep ‘em coming back: You never get bored of playing the game over and over again- do you? Ever-lasting love did you say? The game never tires nor do you – you just keep going. That’s what your brand and product should do to customers. The game remains fresh and new with each release refreshingly different from the previous one. The toil and passion behind the creation is apparent. The company even collaborated with NASA to develop the latest version – Angry Birds Space (talk about marrying geeks and gamers).
Rabbit hole: One never knows how far the rabbit hole goes when it comes to markets. What started with mobile gaming on iPhones extended to Android and then to PCs too. Markets change, expectations grow and competition evolves. A well thought out product normally does the trick but more importantly the marketing strategy should be ‘guerilla like’. Angry Birds created affection the characters featuring in the game with tees, soft toys, stationary and a whole gamut of other cool stuff. Creating a rage among your fans – that’s the trick here.
So go ahead and play Angry Birds. Gaming does offer a fun way to re-learn marketing.
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