Angry Birds: a transmedia journey

Since its modest inception as a mobile game in 2009, Rovio’s Angry Birds has made remarkable strides becoming a widely acclaimed transmedia brand. Today, it is a worldwide sensation encompassing games, animation, consumer products, and location-based entertainment that stay true to the essence of the Angry Birds universe while also broadening the storytelling potential.

To achieve success, it is crucial to have a strong brand identity that remains consistent across different media platforms. By maintaining a cohesive brand identity, transmedia storytelling can create a unified and immersive experience for audiences, strengthening the overall impact and recognition of the brand. By telling a story across different media platforms, such as games, films, television shows, and books, transmedia storytelling can reach a wider range of people with different interests and preferences. This approach allows audiences to choose the platforms they are most comfortable with and to engage with the story in the way that suits them best by providing multiple entry points into a narrative.

This requires a dedicated licensing team that ensures that the brand’s values and visual elements are upheld throughout various adaptations, wherever the brand appears. The expertiseand understanding of the brand visual and storytelling from people like Jenna Tähtinen, Senior Graphic Designer, and Juanma Sanchez Cervantes, Creative Supervisor, are crucial for ensuring consistency and authenticity across different adaptations. The deep knowledge of the Angry Birds characters and their ability to navigate the delicate balance between innovation and consistency ensures that each new venture feels authentically “Angry Birds”. Their combined efforts contribute to preserving the brand’s integrity and strengthening its recognition and impact across different mediums.

Their commitment extends beyond the creative process – the Rovio team also plays a vital role in fostering a vibrant and engaged community of Angry Birds enthusiasts. Through social media platforms, fan events, and interactive experiences, they have successfully cultivated a sense of belonging and shared excitement among fans worldwide.

The success of Angry Birds is a result of the harmonious convergence of captivating characters, immersive storytelling, and an unwavering commitment to maintaining the brand’s integrity. It serves as a reminder of the importance of creating a cohesive and engaging brand experience across multiple platforms and the enduring appeal of well-developed characters that connect with audiences on a deep and meaningful level.

Read the full article on Rovio and Angry Bird’s franchise on the first issue of the European Animation Journal.