Pokémon Pet Contest


To celebrate the launch of Pokémon Brilliant Diamond & Pokémon Shining Pearl, we were tasked with creating an online contest to showcase fans’ furry (and non-furry) best friends.

We were challenged to reach audiences and media that Pokémon traditionally wouldn’t reach and encourage fans to participate with the chance to win great prizes. 

Competition launch video

Microsite & celebrity Judge

We created a microsite to host the contest, act as a hub for moderation, automation and brand awareness. The fully branded site experience helped bring to life the contest, showcase pets and have fans upload, share and vote for the Cutest, Cleverest and Coolest pets across the eligible markets. We also included downloadables so fans can host their own pet contest at home and preorder links to drive sales of the upcoming game launches. 

Alongside the website, we sourced a celebrity Judge to pick the winners. After searching high and low and using our digital strategy and social insights teams, we chose Michelle Visage, an outspoken and well-respected TV personality who has been a lead judge on the reality TV show RuPaul’s Drag Race. Michelle is also a huge Pokémon fan and enjoys spending time exploring the Sinnoh region with her daughter. Working with Michelle, we created a junket day, talent interviews, promotional material and had Michelle host our Winner Ceremony video alongside Pikachu. 

Building hype

Our social outreach campaign included finding local “Petfluencers” (Animal influencers) whose job it was to bring their fan bases to participate and build hype for the contest. Working with international influencers such as Puggy Smalls and Mr. Pokee.  We encouraged our petfluencers to enter the contest and share photos and videos on their social channels, which helped drive traffic to the site.

We created several promotional materials for the contest, including an announcement video, social shareable, and promotional material. These assets were shared across owned and earned channels which include Nintendo Europe and Pokémon’s social channels.

Winner ceremony

30,000 entries. 401,000 votes cast.

30,000 entries. 401,000 votes cast.

30,000 entries. 401,000 votes cast.

30,000 entries. 401,000 votes cast.

30,000 entries. 401,000 votes cast.

30,000 entries. 401,000 votes cast.

  • Over 268 Million Opportunities to view.
  • 15 pieces of media secured which reached over 151 Million Unique Users. 
  • 12.6 Million combined petfluencer followers reached via 39 pieces of activity. 
  • Over 258,000 visitors to the campaign website.
  • Over 30,000 photos entered.
  • Fans spent on average 2mins 40 on the website.
  • Over 401,000 votes cast for pets entered into the contest.
Fun facts
  • US fans are most likely to share photos of their pets, with over half of all entries residing in The States.
  • 67% of all photos entered were in the cute category.
  • Eevee is the most popular pokémon name to call real-world pets. 
  • Michelle is the most likely name for a turtle.

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