Adapting in Real Time: Steering The Angry Birds Café Launch Amid a Billion-Dollar Acquisition

The Ask

Angry Birds, the globally beloved video game franchise, enlisted Carnsmedia to craft a corporate press release aimed at increasing earned media coverage and attracting local influencers to its first-of-its-kind interactive café. However, during Carnsmedia’s engagement, an unexpected development occurred — Sega, the multi-billion-dollar Japanese entertainment giant, acquired the Angry Birds brand.

The acquisition required Carnsmedia to pivot — and promptly. Our team was at the forefront of navigating meetings with international stakeholders, coordinating across multiple time zones via video calls, ensuring legal compliance across continents, and managing complex licensing agreements. Despite these challenges, Carnsmedia successfully delivered on its mission, securing brand awareness and engagement as the company embarked on a new chapter.

The Challenge

• Corporate Acquisition

• Global Zooms with Asia, Europe, & Canada

• New Restaurant Category

• Remote Location

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The How

Pivoting Under Pressure: How Carnsmedia Kept the Angry Birds Café Launch on Track Amid Corporate Shakeups

Carnsmedia led the creative direction, press, and influencer relations strategies for the launch of the first-ever Angry Birds Café in New York City while also managing the brand’s internal social media team. By leveraging Angry Birds’ global recognition, we were able to attract local families,
food lovers, and tourists alike; secure coverage in family-focused local and national media (including big-name brands like Secret NY, Bloomberg, & Women’s Wear Daily); and engage key content creators.

However, things took an unexpected turn midway through the campaign. Sega’s $4 billion acquisition of Rovio transformed our role, and we were forced to pivot quickly. Within 48 hours, we were working across time zones with executives in Finland, Canada, Asia, and the U.S. to navigate legal approvals and press strategies while ensuring the café’s opening remained a priority.

Ultimately, our strategies delivered: A packed grand opening, ongoing media buzz, and a café that continues to draw families, gamers, and food lovers have proven that even amid a corporate merger, Carnsmedia knows how to turn disruption into opportunity.