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.
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 social insights, 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.
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 Pokey. 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.
To bring the world of SEGA’s Persona 5 Royal to life in order to inform and promote the game's new features. This would give the European media a chance to play the highly acclaimed game, complete with FIGS subtitles for the first time ever in the franchise.