Rovio and State Farm® Campaign Wins MMA SMARTIES Award for Best In-App Advertising Execution

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Native Unit within Angry Birds Go! Seamlessly Integrates Leading Insurance Brand into the Gaming Experience

Rovio Entertainment and State Farm today announced that a joint campaign within Angry Birds Go! has been awarded “Best In-App Advertising Execution” by the Mobile Marketing Association (MMA).

The campaign was a custom in-game integration within Angry Birds GO!, and launched with the official worldwide game release on December 11, 2013.

The two brands created a native experience, offering a branded power-up that players could unlock within the course of the game. When players damaged their karts on the course, the power-up allowed them to instantly fix their vehicle and continue the race, fitting in perfectly with the State Farm brand, and reminding players that State Farm is there when motorists are in need of a helping hand on the road.

“The Angry Birds GO! in-game integration has been a very successful effort for State Farm. GO! has made insurance something our audience is able to see and connect with instantly,” said Matt Johnson, State Farm Digital Media Manager. “Getting the birds’ karts repaired quickly and back on the road fast mirrors the service State Farm provides to its customers in real life, and the campaign has brought this message to a multi-generational audience of current and future customers in a fun way.”

In the first nine months, there were 1.8 billion races/impressions where the State Farm brand was presented to the user as a power-up for their kart, and in the US alone, the actual power-up was used 90 million times.

Due to the success of the campaign, State Farm extended the integration’s planned six month run through the entirely of 2014, so players could continue to interact with the branded power-up.

“Rovio is all about delighting our fans with fun and inspiring content, so teaming up with a brand like State Farm that is always thinking about how they can best be there to assist their customers was a natural fit,” said Michele Tobin, VP, Brand Partnerships and Advertising at Rovio. “State Farm was the first major insurance brand to advertise with Rovio, and we look forward to continue working with them on innovative ways to reach and engage their audience via mobile.”

As a follow-up to the successful campaign in Angry Birds Go!, State Farm will be an official launch partner for the upcoming Angry Birds Transformers game launching October 15.

PR and Media Contact
e: media(at)rovio(dot)com | p: +358 400 214526

About Rovio Entertainment Ltd.
Rovio Entertainment Ltd, the creator of Angry Birds™, is a global industry-changing entertainment media company headquartered in Finland that creatively combines digital with physical, breaking the boundaries of traditional content delivery. What started as a casual game in 2009 became an international phenomenon within a few months of its release. Today Angry Birds is not only the most downloaded game of all time, it is a worldwide known entertainment brand reaching out into publishing, licensing, animations, books and location based entertainment. Rovio's animated Angry Birds feature film is slated for July, 2016.

About State Farm®:
State Farm and its affiliates are the largest provider of car insurance in the U.S. and is a leading insurer in Canada. In addition to providing auto insurance quotes, their 18,000 agents and more than 65,000 employees serve almost 84 million policies and accounts – approximately 82 million auto, home, life, health and commercial policies in the United States and Canada, and nearly 2 million bank accounts. Commercial auto insurance, along with coverage for renters, business owners, boats and motorcycles, is available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 41 on the 2014 Fortune 500 list of largest companies. For more information, please visit or in Canada

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Max Nelson
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