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YOUTUBE & ROVIO

ANGRY BIRDS CUPCAKE SHOP

POP-UP

// CHALLENGE

Promote YouTube with one of its biggest stars, Rosanna Pansino, and her “Nerdy Nummies” channel while introducing Angry Birds’ newest character, Stella.

// SOLUTION

Allied Experiential produced an Angry Birds pop-up bakery in New York City with Rosanna there in person to hand out Angry Birds-themed sweets.

// EXECUTION

At the pop-up, Rosanna met with fans and gave away her famous Angry Birds cupcake creations. The bakery was decorated with an Angry Birds theme, both inside and out..

// RESULTS

1,573 fans lined the street to get into the shop. The activation garnered 29.3MM online impressions and #NummyBirds trended on Twitter during the event generating 175MM impressions and 913 mentions. 5,059 Rosanna Pansino mentions made for her strongest weekend for social buzz to date. Features were included the New York Daily News, Celebuzz.com, Examiner.com, GuestofaGuest.com, M-Magazine.com, RadarOnline.com, SheKnows.com, StarMagazine.com, TimeOut.com and others.

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