Rovio reaches out to social media for Angry Brids levels as staff count is reduced

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Let’s play join the dots. Firstly, Rovio costs 16% of the workforce, announced on October 2nd:

Unfortunately, we also need to consider possible employee reductions of a maximum of 130 people in Finland (approximately 16% of workforce).

Secondly, on October 4th Rovio launch a social media campaign asking the world to create new levels for their hit (only?) franchise Angry Birds

Want to help design a level in the Number 1 app of all time? Want millions of people across the world play it? Well this is YOUR chance to #MakeTheNextLevel! …Send us your ideas as sketches, paintings or photos by October 15th – then we’ll pick our favorites and turn them into levels for the next Angry Birds episode!

Given the majority of Rovio’s visibility comes from app packages of new Angry Birds levels, this seems a rather… curious coincidence. While I’m all for social media campaigns and boosting creativity, there’s a point where ‘make content for us’ starts to cross a line.