from activiations, a brand may collaborate with other compatible
brands or go the licensing and merchandising way. Many brands
have taken the L&M route to increase consumer engagement
and involvement. The
trick is to find a way to harness fan value, mutual partner
benefit and brand fit simultaneously, Holm elaborated while
speaking at the MTV Youth Marketing Forum.
Rovio Entertainment, the developers of the Angry Birds game,
has had a huge success ride in the past decade. Holm shared
the brands experience with marketing for the youth along
with their key learnings.
it may feel like the game has been around for quite some time,
the journey started a mere two and a half years back. Since
the beginning our aim has been to concentrate on the characters
and create a connect with the audiences through our online-offline-online
strategy, said Holm. While exciting features may
help grab eyeballs, unless a fan base is built, the success
will be short-lived.