The Challenge

Promote YouTube star, Rosanna Pansino and her “Nerdy Nummies” channel and introduce Angry Birds newest character, Stella

The Big Idea

Produce an Angry Birds pop-up bakery in New York City where Ro can give away her famous Angry Birds cupcake creations and meet with fans   

How We Did It

  • Transformed the Little Cupcake Shop in SoHo into Rosanna’s Angry Birds Cupcake Shop
  • Rosanna signed autographs and posed for photo-ops with Stella and fans throughout the day
  • Rosanna’s YouTube channel “Nerdy Nummies” ran on large screens in and outside the store
  • Everyone waiting in line received one of Ro’s Angry Birds cupcakes—Stella, Red, The Blues, Chuck, Bomb or King Pig—a printed recipe card with instructions on how to make their own Stella cupcakes at home, a branded water bottle and a Stella/YouTube t-shirt
  • Inside and outside the shop, brand ambassadors engaged consumers with Angry Birds games and Rosanna’s YouTube episodes on Nexus tablets. Everyone was prompted to use the hashtag #NummyBirds to share photos and comments about the event. Many people who used the hashtag were randomly rewarded with Angry Birds plush toys, Stella umbrellas and bag clips 
  • The event was pre-promoted to fans on YouTube and other social media channels