OVERVIEW

To celebrate the epic 10 year anniversary of Angry Birds, the release of the latest game and merchandise, and galvanize the fan base; Droga5 tapped into the cultural spirit for a campaign to #BringtheAnger for good. Hunters Point produced this exciting activation in Times Square which included a pop up strategically placed in alignment with a jumbotron that was then blasting out the content. Each attendee vented their anger, the Venting Machine analyzed their rage to generate one of dozens of different prizes.

IMPACT

Hundreds of consumers got to vent their anger with the machine and the stage was set to capture 500M media impressions of Times Square foot traffic. Attention surged with the attendance of influencers like WWE’s The Big Show getting in on the action and cheering fan participation. With video capture and projection to the jumbotron, user generated content surged and Angry Birds garnered millions of social and press impressions, dominating the news feed with the anniversary announcement and the campaign’s commitment to bring anger for good with a significant donation to Unicef.