The Lotus F1 Team has teamed up with Rovio, creators of the Angry Birds game, for the Monaco Grand Prix as both companies look to celebrate their own milestones.
Lotus will compete in its 500th race in Monaco, whist Rovio has just celebrated the billionth download of Angry Birds – a gaming app made popular on iOS and Android devices.
The game will become the teams “Official Angry Partner” for the race, confirmed a press release.
Both Kimi Raikkonen – who enjoys personal sponsorship from Rovio along with fellow Finn Heikki Kovalainen – and Romain Grosjean’s E20’s will feature “eye-catching” branding.
Patrick Louis, Chief Executive Officer at the Lotus F1 Team said about the deal: “For the last 18 months, Lotus F1 Team has chosen a very different approach in its communications and brand positioning strategies.
“We wanted to celebrate our 500 Grands Prix in a special way and the innovative tie-in with Rovio highlights our commitment to taking the brand to new audiences. Angry Birds is the largest game in the world and we’re looking forward to offering its 20 million daily users an exciting experience with our exclusive game. The Angry Birds branding on our cars should once more highlight our distinct identity within Formula 1.”
Harri Koponen of Rovio added: “This collaboration has been simply fantastic. Lotus F1 Team has a uniquely dynamic approach to new channels and media, and we share the same creative spirit. We’re proud to be Lotus F1 Team’s Official Angry Partner for their 500th race, and we had much fun creating a special game experience that reflects the spirit of both brands. We hope that fans of both Lotus F1 Team and Angry Birds will enjoy the fruits of our collaboration.”
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