Rovio has partnered with McDonald's stores in China to launch branded, location-based add-ons to the mobile game Angry Birds. New game modes and power-ups can be accessed by downloading the standard version of the gaming app on a smartphone and visiting one of the restaurant locations.
Like a Happy Meal toy for all ages, additions to the game are meant to be enjoyed by the whole family. Because Angry Birds has about 200 million monthly active users and caters to a general audience and broad age range, it's clear why the fast food bohemoth chose it as a partner.
The partnership is being promoted through multiple traditional channels such as the Chinese McDonald's website and in TV ads. Consumers can also participate in an online poll to select one McDonald's location to receive a slingshot on its golden arches.
Executions such as this are a great way to get customers in the habit of using their smartphones while in-store. This can pave the way for additional mobile engagements such as mobile payments, online purchases of branded goods, loyalty rewards for regulars and more.