The Hunt For The Golden Pistachio

Objective

Wonderful Pistachios aimed to boost brand awareness among the massive global audience of Angry Birds players by creating the first fully branded, custom Angry Birds game in the U.S. market. The campaign leveraged Rovio's wildly popular puzzle game to introduce the pistachio brand to millions of existing players and drive consumer engagement through an interactive gaming experience.

Solution

The Hunt for the Golden Pistachio was a fully branded, custom Angry Birds title featuring five exclusive levels where players launched colored birds at structures using the classic slingshot mechanic, with the twist of also cracking open pistachios. The game was built for the web and deployed at getcrackin.angrybirds.com, optimized to run in Google Chrome and modern browsers. Players could unlock promotional levels from product packages, and golden pistachios randomly appeared in the final three levels. The campaign offered a prize pool of 20,000 awards worth over $300,000 in retail value, ranging from free pistachios and Angry Birds merchandise to $25,000 cash prizes.

Results

The campaign offered 20,000 prizes totaling over $300,000 in retail value, ranging from complimentary pistachios and Angry Birds merchandise to cash awards up to $25,000. The promotional window ran December 1–31, 2011. The game reached a captive base of eight million+ existing Angry Birds online players.