Lou: An analysis of "Angry Birds" to promote the success of the road

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"Angry Birds" is the 52nd game of this small company, Rivio, is also the only success of the game, the game only more than a year, become the industry's fastest growing brand, the previous 51 failures is not what, in the million application of the app era, "victory of the birds" still only a minority. And for its promotional model I feel curious, also special study for a period of time, this article Lou to explain the "Angry Birds" to promote the way.

Getting started: Spreading through Facebook and Twitter

"Angry Birds" with the development of the Times, with the use of the Internet's most fashionable web2.0 tools, Facebook to create a fan page (Fan page) for brand promotion, this is the first step in marketing, but also the simplest and most important step.

After the promotion through customized Twitter, that is, the current domestic popular "micro-blog promotion", such as group building accounts, doing micro-blog activities and promotional services, micro-blog promotion methods Online There are many, I do not say more here.

Tipping point: Entering Apple's app Store

At first "Angry Birds" are not famous, the game can only be placed in the Small App Store application shop, in Finland, Sweden, Denmark and other countries have achieved a small success.

At this point, Rovio is not idle, through press release (soft text), the game sent to the evaluation site, released about the game all articles, get more public praise on the recognition.

Later, "Angry Birds" with the help of game developers Chillingo and Apple, finally put the game into the Apple App Store, into the mainstream market, and Rovio also posted a video on YouTube to introduce the game.

From 03 The studio established to enter the early 10 into the app Store,rovio spent 7 years.

In the process of spreading a product, will undergo a long and inefficient process of communication, at which time the user's growth is very slow, and when the user accumulates to a certain point, a very rapid growth process, from a slow growth curve to an exponential growth trend, and the transition from low to fast is very fast and very fast, and the speed at which it begins to explode.

With the "Angry Birds" continuous success, there is no need to publish a review article, many sites will actively write the advantages and disadvantages of the product.

Expand the market

In the process of network marketing, once the "popular tipping point" is often the beginning of development, many people only see the side of success, but ignore the huge cost behind, "Angry Birds" is also so.

With the game's success at the App Store, Rovio has also been applied to Android platforms, Facebook platforms, PC platforms, Mac platforms, Windows phone platforms, play redevelop platforms, PSP platforms, and chrome platforms. All the public access to electronic equipment, Rovio have developed, so that "Angry Birds" everywhere, and the game also has new Christmas version, Holiday edition, season edition, Valentine's Day edition.

The "Angry Birds" introduced plush toys, T-shirts and other peripheral products are also popular, such as fans in the Apple system can easily enter the App store, buy all the derivative products about the birds. and the free Android version can also benefit from advertising.

What do you do when you get a phased success?

The revelation of the successful bird

Rovio used a variety of promotional methods, the ultimate goal is to attract more users to download the game, promote the way ça, whether it is soft text promotion, SNS marketing, video promotion or Word-of-mouth marketing, the ultimate goal is to promote their products for everyone to use, in order to promote the promotion will become meaningless.

All success comes from accumulation, and a lot of people's quick success, the mentality of impatience compared to Rovio, perhaps the "development platform" to create a "bird", appeared on the Million app, although the homogenization of the application began to overflow, but the imitation does not necessarily fail, such as millet technology, in the industry to do a penis, Old Day has been very nourishing.

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