Entertainment: Lappset happy with angry approach

Lappset Group, a leading manufacturer of play, sport and park equipment, teamed up with Finnish mobile game developer Rovio Entertainment to launch the Angry Birds Activity Parks - play equipment for children. Maxim's task was to handle the launch in the UK at an event held at the residence of the Finnish ambassador in London.

Campaign: Launch of Angry Birds Activity Parks in the UK
Client: Lappset Group
PR team: Maxim
Timescale: March 2012
Budget: £8,000

 

Objectives

  • To generate global brand awareness and create interest from potential customers
  • To gain national media coverage.

Strategy and plan

Maxim targeted national journalists and news agencies to secure their attendance at the event and arranged interviews with spokespeople from Lappset and Rovio. Working with the BBC Online team in the lead-up to the event ensured the story was on the front page of the BBC website as soon as the embargo was lifted.

Measurement and evaluation

Eight journalists attended the launch including from The Daily Telegraph, The Times, Reuters, The Huffington Post, the Press Association and Metro International. Overall, the campaign generated 100 press stories and 500 online articles.

Results

Enquiries from interested buyers were received from Spain, Germany, Greece, Bahrain, Malaysia, Hong Kong and the US.

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