1. Greenlight Study
March 2013

2. Objectives and Methodology
Evaluate awareness and health of the Angry Birds Brand
Identify franchise strengths
Measure interest in a potential film
Methodology Fielded March 1-4th
520 online interviews among:
280 interviews among General Moviegoers ages 13-49
120 interviews among Parents of 7-12
120 interviews among Kids 7-12

3. Brand Health

4. Angry Birds in Perspective
Released in 2009, Angry Birds is one of the most successful gaming mobile apps with over a billion downloads worldwide
Released in December 09, was awarded “App of the Year”
Since then has released 5 special editions including a Star Wars version
Has numerous merchandise including food, clothes, toys, and games

5. Moviegoers Have High Awareness
Awareness and playing are high and consistent across all age groups and genders
Kids 7-12 have the highest game player and fanship, particularly among 7-12 males (60% are big fans)
Parents of 7-12 also form a base of support with the next highest fanship

6. Measuring Brand Strength
Evaluated Angry Birds and 13 Other Comparable Entertainment Brands:
Aware
Popularity
“Big Fan”
Be More Popular in Two Years
Power
Would make a good big screen movie
Definite Interest in a New Movie

7. Angry Birds is an Established Brand
Expanding
Established
Power
Niche
Stagnant
Popularity

8. Angry Birds is the Most Popular Brand Among Kids
Expanding
Established
Power
Niche
Stagnant
Popularity

9. Becoming A Big Screen Film
Despite the popularity of the brand, moviegoers have a hard time picturing Angry Birds as full-length film
6 in 10 kids 7-12 (59%) think Angry Birds would make a good film

10. Brand Essence

11. Measuring Brand Essence
Perceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise, the stronger the perceived association between them
Appeals to kids and adults
Action-packed
Adventurous
Boring
Childish
Cute
Exciting
Family-friendly
Fun
Funny
Has good stories
Heartwarming
Imaginative
Original
Outdated
Outrageous
Popular
Smart
Silly
Strange

12. Angry Birds is Popular and Exciting
Smart
Cute
Action-Packed
Strange

13. They describe Angry Birds as:
Players Are Addicted
Players love the silliness of the game, the fun characters, and consider themselves addicted
They describe Angry Birds as:
It is an overall fun game and has kept me entertained for a long time. [M18-24]
Of course the interesting characters. the games are so addictive. [Mom]
the noise the birds make. The pigs faces. It is action packed. Like to see the birds houses crumble.[M7-9]
Their favorite characters:
44%
24%
23%
23%
14%
Red Birds
Blue Birds
Yellow Birds
Black Birds
Green Piggies

14. Key Brand Assets 59% 51% 48% 47% Variety of Birds Can Play Anytime
For all fans, the FOUR core brand assets are:
Variety of Birds
59%
I like the different types of birds [M10-12]
Can Play Anytime
51%
good way to entertain myself while stuck somewhere with my phone [F25-34]
Use of Strategy
48%
I enjoy the challenge throughout Angry Birds. [F13-17]
Animation style
47%
The artwork is so simplified yet it makes the characters memorable.[Dad]
% of Fans Saying they like this

15. Popularity is Anticipated to Grow
Moviegoers anticipate that Angry Birds will be more popular in 2 years than other comparable franchises
4 in 10 regular players (at least once a month) think it will be more popular

16. Future Film

17. Interest in Film is Driven by Family Audience
Kids 7-12 are the primary audience for the potential Angry Birds film, particularly boys 7-12 (56%)
Parents also have a strong interest in taking their children, particularly dads (46%)
General moviegoers are less interested in the potential film, particularly females

18. Thank You!