General Mills/Rovio Tie-Up Drops Cheerios into Angry Birds
- Monday, August 3rd, 2015
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General Mills has partnered with Rovio, to promote its Honey Nut Cheerios brand through the recently-launched Angry Birds 2.
The brand is directly integrated into the game, with mascot BuzzBee appearing to offer players a Honey Blaster Spell ability. When triggered, Cheerios rain down from the sky to help out the player.
“Rather than interrupting your experience in the game to serve you up an ad, we’ll be giving you the opportunity to have Buzz help you clear that level that you just can’t seem to get past,” said Jared Pippin, associate marketing manager for Cheerios. 
This content isnt hard-coded into the game, but is being delivered through Rovios ad server for a limited time, beginning 6 August.
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