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|Session Name:||Taking Flight Again: Planning the Launch of Angry Birds 2|
|Track / Format:||Business, Marketing & Management|
|Overview:||The Angry Birds franchise enjoys significant consumer recognition; as a result, the user acquisition strategy for the launch of Angry Birds 2 needed to focus on generating awareness as well as campaign-level performance in generating installs. This talk will walk attendees through the strategy Rovio's User Acquisition team used to launch Angry Birds 2, which was to drive reach in order to increase the performance of all of the channels that provided discovery of the game, not just mobile advertising campaigns. The talk will outline the tactics and channels that were used to achieve more than 20 million installs in the first week of the Angry Birds 2 global launch.|