The promo for the Twentieth Century Fox 3D-animated film “Rio” is set to make Super Bowl history. The commercial for the film will be the first ever to have an embedded code.
The ad, which will air during the fourth quarter, will allow viewers to find the frame with the code. This will allow them to be directed to a special “Rio” level of the hugely popular mobile game app “Angry Birds”. The level will then allow the player to enter in a “Rio” sweepstakes, in which they could win a trip to the world premiere of the film in Rio de Janeiro on March 22. Also on that same day, Fox and Rovio will launch the “Angry Birds Rio” app.
“Angry Birds” is a popular mobile game app that has had 75 million downloads thus far, making it the most downloaded mobile game. The “Rio” edition of “Angry Birds” will have the birds get captured and taken to Rio, where they will have to escape their kidnappers as well as save Blu and Jewel.
“Rio”, starring Anne Hathaway and Jesse Eisenberg, centers around a domesticated macaw named Blu (Eisenberg) who has to go to Rio in order to repopulate with the female of his species. However, when he and said female, Jewel (Hathaway) are kidnapped, Blu’s mission to repopulate now becomes a mission to survive. The film, also starring Jamie Foxx, George Lopez, Will i Am, Leslie Mann, and Jermaine Clement, directed by Carlos Saldanha, and animated by Blue Sky Studios, will be release April 15 in theaters.
