The Angry Birds Phenomenon

(Source: goldeneggsangrybirds, 2011)

Everyone around the world is talking about this impressive mobile gaming application, Angry Birds. Angry Birds was originally designed for Apple Store and the amazing results of the application pushed developers to design the game for other smart phones like Android. Now, we could even play Angry Birds on our computers. Even merchandises of Angry Birds are everywhere! The Guardian (2001) reported that the Angry Birds franchise has now generated more than 200 million downloads. The news report also included all the success of the application ever since it was launched. It is apparent that this mobile gaming application has a very outstanding achievement.  

(Source: inventaholics, 2011)

However, this product made use of a marketing strategy that is known as viral marketing. Wilson (2005) defined viral marketing as ‘any strategy that encourages individuals to pass on marketing message to others, creating the potential for exponential growth in the message's exposure and influence’. He also further explained that the strategy of viral marketing is like viruses, taking advantage of fast multiplication that will communicate information to thousands, to millions. Viral marketing is a very successful marketing strategy because the word of mouth plays a very big role in influencing purchasing decisions of individuals (Leskovec et al. 2008).   

Viral marketing is not the only way to make a product successful. A successful product also means it has the right usability and functionality. Dumash and Redish (1999) stated that usability means users of product can make use of it easily and accomplish their task fast. Authors also mentioned that in order for a product to be successful, usability of a product must be present. In other words, it must meet standards of audience expectations. Seeing the achievements of Angry Birds, the application has obviously met the audience expectation. It must have the right functionality and usability since users does not seem to get bored of the game and keeps demanding for more. As what Guardian (2011) reported, ‘the Angry Birds phenomenon has shows no sign of slowing down’. 

References:

1. Guardian 2011, Angry birds: 200m downloads are the tip of the mobile gaming iceberg, viewed 12 June 2011, <http://www.guardian.co.uk/technology/appsblog/2011/may/19/iphone-game-stats>
2. Dumas, JS, Redish, J 1999, A practical guide to usability testing, Intellect Books, United Kingdom, viewed 12 June 2011, <http://books.google.com.my/books?id=4lge5k_F9EwC&dq=what+is+usability&source=gbs_navlinks_s>
3. Leskovec, J, Adamic, LA, Huberman, BA 2008, The dynamics of viral marketing, viewed 12 June 2011, <http://arxiv.org/PS_cache/physics/pdf/0509/0509039v4.pdf>
4. Wilson, RF 2005, 'The six simple principles of viral marketing', Web Marketing Today, viewed 12 June 2011, <http://library.softgenx.com/Children/marketing/ViralMarketing.pdf>