McDonald's China Partners With Angry Birds For Special Edition Gameplay

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McDonald's in China has teamed up with Rovio for an Angry Birds-themed location-based game which gives customers of the fast food chain special games while they're in the restaurants.

TBWA/Shanghai and TBWA/Gamelab (which is based in Helsinki and has a relationship with Rovio) developed the campaign, which gives special hidden game modes and free Power-Ups to McDonald's customers who are playing Angry Birds on their iOS devices. A TV commercial, featuring a McDonald's burger that gets stolen from a customer by the pigs, setting the birds in motion, launches the campaign.

In addition to the spot and customized game, which features in-game advertising and is available on both mobile and desktop devices, the campaign also includes in-store promotions, online advertising, social and outdoor media. Consumers will also be given the opportunity to vote on a city that will get to build an actual "slingshot," outside its branch of McDonald's.

Rovio recently also announced a partnership with the Star Wars films. In November, the brand will debut a video game which will combine the Angry Birds with the plots of characters from the Star Wars saga. Red Bird will play Luke Skywalker. Check it out on Creativity, and follow @creativitymag on Twitter for more great work.

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