March 21, 2012, 1:07 PM

Wal-Mart flies into mobile gaming

The world's largest retailer works with the Angry Birds mobile game for a promotion.  

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

The biggest retailer is partnering with the biggest mobile game in a promotion that combines the powerful forces of social, local and mobile, what many marketers call SoLoMo.

Rovio Entertainment’s Angry Birds is the gaming phenomenon that has swept smartphones. The latest version, Angry Birds Space, debuts tomorrow. As part of the launch, Wal-Mart Stores Inc. will provide clues on Facebook and in stores to unlock secret gaming levels.

Wal-Mart is offering its more than 13 million Facebook fans the first of four special “golden eggsteroid” clues starting tomorrow. The remaining clues will be embedded in select limited-edition Angry Birds merchandise available in Wal-Mart stores beginning March 25, including apparel, plush toys, mobile phones and snacks.

“Wal-Mart is bringing fun back to the shopping experience, with interactive merchandise that brings the best of digital gaming together with in-store retail,” says Seong Ohm, senior vice president and general merchandise manager for entertainment, Walmart U.S. “By partnering with Rovio, we’re able to give millions of avid bird slingers bonus content by coming into our stores and shopping our broad assortment of Angry Birds Space merchandise.”

Customers can search through Angry Birds Space-themed items for the hidden game clues that unlock the four bonus levels. The golden eggsteroid clues may be hidden on price tags and snack boxes, in T-shirt designs, and in other locations.

Additionally, T-Mobile is offering a special Angry Birds promotion in Wal-Mart stores. With the purchase of any T-Mobile Androidsmartphone, Wal-Mart customers will gain access to an Angry BirdsSpace portal in the T-Mobile Mall where they can download the new game and find a hint to unlock a hidden golden eggsteroid level. Customers will also be given access to extras like downloadable Angry Birdswallpaper and Angry Birdsanimated shorts. is No. 6 in the Internet Retailer Top 500 Guide.

Joel Anderson,  president and CEO of, U.S., will be a featured speaker at the Internet Retailer Conference & Exhibition 2012 in June, offering a presentation on “Creating innovation through the next generation of retail.

The IRCE $200 early-bird discount expires March 31!


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