Angry Birds returns to Lotus in Austin with Star Wars
After Batman at Silverstone, Lotus is going to host another famous film brand: Star Wars. Indeed, LucasFilm has partnered with Rovio to create Angry Birds Star Wars.
This is not the first time these two brands have entered F1. We still remember the Red Bull mechanics dressed as Stormtroopers during a Monaco Grand Prix to celebrate the release of the new episode of the saga. As for Rovio, whose flagship product is Angry Birds, it has leveraged its Finnish nationality to become a personal sponsor of Heikki Kovalainen since the beginning of the 2012 season.
Moreover, Angry Birds and Lotus have already been associated this season when the famous smartphone and tablet game created a special edition in the team’s colors to celebrate the 500th Grand Prix of the Enstone team.
Harri Koponen, the Deputy CEO of Rovio, stated: “We are extremely happy to partner again with the Lotus F1 Team following our recent deal with Lucasfilm. ‘Angry Birds Star Wars’ is our new exploration into new horizons of entertainment. And what better way to showcase and expose our game than the new United States Grand Prix? We are very excited to return to the car, following the successful operation in Monaco. We are also eager to extend our relationship with the Lotus F1 Team to the edges of the galaxy.”
The game will therefore benefit from very good visibility on the cars of Kimi Räikkönen and Romain Grosjean as its logo will be present above the radiator and on the drivers’ legs. The communication plan is also complemented by a contest on the game’s Facebook page.
It is also highly likely that this announcement is just the first in a long series of agreements as part of F1’s return to the United States. Indeed, this country remains the world’s leading power, with an economy that seems to be returning to growth. American companies, which have significant liquidity due to their considerable profits and the freezing of numerous investments, could therefore seize the opportunity of the Austin event to establish relationships with racing teams. This strategy could be even more rewarding as F1 is now widely present in Asia, which is a key target for American multinationals.
With the participation of www.Racingbusiness.fr
