The updated Galaxy SII (GSII) now has the technology that allows anyone to do anything, anywhere. It’s not exactly the phone for businessmen or early adopters, but it’s the phone for the “Alpha Mobile” who wants absolute control in the best possible smartphone. Our idea was to give people a reason to show off the phone to others – even when the GSII wasn’t their phone. We wanted to give Alpha Mobiles a reason to brag and show off to others, and around the world, no experience does this better than Angry Birds.Other brands had previously used Angry Birds as a marketing vehicle, but those executions were separate versions of the game. In those situations, people had to make a personal bargain with the game and knowingly download a branded vehicle in order to expand the Angry Birds experience. As part of regular game updates of the software that everyone already has and are eagerly downloaded by its most devoted followers, Samsung became the first advertiser to integrate into the regular game itself. Hidden in many levels is a bonus “Golden Egg” that unlocks a secret Angry Birds level. In most cases, this is simply a newly designed level, but by finding ours, players were taken to a special galaxy level. This level featured never-before-seen “zero gravity” physics that introduced a completely new gameplay element to Angry Birds. The level was only minimally branded with an “SII” logo on one of environments destructible pieces to avoid completely intruding into the user experience.In 2011, Samsung jumped from fourth to first in the globe for smartphones and increased its market share from 10.8 percent to 23.8 percent, with analysts crediting the Galaxy line as major factor in this meteoric rise. In just six weeks, our Samsung Galaxy Angry Birds level was played over 1.6 million times by for an average of 8 minutes each time, equating to 12 million minutes of global playtime. Compared to the average length of play for an Angry Birds experience (4.5 minutes), fans spent 78 percent more time in the Samsung Galaxy level.

Other brands had previously used Angry Birds as a marketing vehicle, but those executions were separate versions of the game. In those situations, people had to make a personal bargain with the game and knowingly download a branded vehicle in order to expand the Angry Birds experience. As part of regular game updates of the software that everyone already has and are eagerly downloaded by its most devoted followers, Samsung became the first advertiser to integrate into the regular game itself.

Hidden in many levels is a bonus “Golden Egg” that unlocks a secret Angry Birds level. In most cases, this is simply a newly designed level, but by finding ours, players were taken to a special galaxy level. This level featured never-before-seen “zero gravity” physics that introduced a completely new gameplay element to Angry Birds. The level was only minimally branded with an “SII” logo on one of environments destructible pieces to avoid completely intruding into the user experience.

In 2011, Samsung jumped from fourth to first in the globe for smartphones and increased its market share from 10.8% to 23.8%, with analysts crediting the Galaxy line as major factor in this meteoric rise.

In just 6 weeks, our Samsung Galaxy Angry Birds level was played over 1.6 million times by for an average of 8 minutes each time, equating to 12 million minutes of global playtime.

Compared to the average length of play for an Angry Birds experience (4.5 minutes), fans spent 78% more time in the Samsung Galaxy level.