Create the first ever above the line campaign for Pokémon GO to celebrate the game’s one year anniversary.
What we did
To celebrate Pokémon GO’s one year anniversary, we created the City Celebrations outdoor campaign.
The dynamic campaign saw digital and static out of home posters pay tribute to a selection of the game’s top Trainer cities by acknowledging their accomplishments in the form of near real-time stats published about local Pokémon GO gameplay activity.
Many of the billboards were activated as PokéStops in the game, allowing Trainers to engage with them to collect valuable items.
Global media planning and buying was handled by Wieden+Kennedy Portland.
Recently launched, we’ll be keeping an eye on results to report on impact and effectiveness in the near future.