Sometimes, screaming is necessary after a bad day—and Angry Birds is encouraging you to let it out.
The mobile game and film franchise is celebrating its 10th anniversary this year, and to drive buzz Angry Birds developer Rovio Entertainment partnered with agency Droga5 to launch “Bring the Anger,” an integrated marketing campaign that shows how anger can be a positive force for good.
The campaign kicks off with the launch of Rage Rider scooters, electric scooters that are powered by users who yell into a built-in microphone. Droga5 partnered with Kairos Media to deliver the scooters to influencers and media.
“Whether it’s traffic, politics or work woes, there’s plenty to be angry about these days. So we wanted to somehow turn that rage into fuel and show that anger can actually be a force for good,” said Andy Fergusson, group creative director at Droga5. “An anger-powered electric scooter felt right for our audience and is an incredibly cathartic way to travel from point A to point B.”
Droga5 worked with Ford-owned e-scooter company Spin to build more than 100 Rage Riders which, through custom-built hardware, convert screaming and shouting into motorized power. The louder a user yells, the faster the scooter travels. The scooters can reach up to 15 miles per hour.
While the scooters aren’t available to the public, fans can see them in action through a video Angry Birds released on its social platforms and through the campaign’s Squawk Squad—a group of YouTubers including Tanner Fox and Deestroying, who created content with the scooters.
The campaign also incorporates a fundraising element as part of Rovio’s existing partnership with Unicef Finland. Through the end of November, an in-game event in the Angry Birds 2 mobile game invites players to pop as many green pigs as they can. While players don’t need to donate any money to participate, the event will end with a $100,000 donation to Unicef’s Education in Emergencies fund, which supports education for children in conflict zones around the world.
The campaign will also include a public event on Nov. 21 in New York’s Times Square, where passersby will be given an incentive to express their anger.
Angry Birds, which officially turns 10 on Dec. 11, has been downloaded more than 4.5 billion times and spawned the animated films The Angry Birds Movie and The Angry Birds Movie 2.
Ian is an experiential marketing reporter for Adweek where he covers brand activations and experiential trends. Previously, he was an editor for BizBash where he covered events such as CES, Sundance Film Festival, NYC Pride, and C2 Montréal. Originally from Maryland, Zelaya also was a reporter for Baltimore Style magazine and Washington Jewish Week. He has a degree in mass communication from Towson University and lives in Brooklyn.