That’s A Lot Of Angry Birds

With every angry bird launched and egg loving pig destroyed, Angry Birds continues to redefine mobile application strategy. In a recent interview with the website TechTree, Rovio’s “Mighty Eagle” Peter Vesterbacka revealed that gamers devote over 200 million minutes every day to playing one of the Angry Bird titles. What is it about Angry Birds that makes it so wildly popular, and how can companies use the same strategies to promote their own brand?

A few months ago, Niklas Hed, CTO of Rovio, discussed the success of Angry Birds. One of the reasons he hit upon was the fact that Angry Birds was designed from the ground up to be a mobile app. It wasn’t an existing application that was ported over to a mobile app. This is the key.

Mobile offerings should NOT be an afterthought. Mobile applications need to be designed as mobile applications, not desktop apps that are ported over. Mobile web sites need to be designed as mobile web sites, not as standard web sites that are “optimized”. Mobile messaging campaigns need to be designed as mobile messaging campaigns - with their own subscriber bases and process, not as email marketing campaigns that are re-purposed.

Recognizing that a mobile offering is NOT just another version of an existing medium is the first step in creating Angry Bird greatness if your mobile brand.