Reignite the Pokèmon fan base and make this `90s phenomenon relevant again.

When Pokémon came to us asking for help launching their X&Y video game, we turned our marketing into an actual game. The experience was designed to reignite our targets’ passion for what they loved about the franchise—hunting, collecting, and sharing.

We kicked off with a viral mash-up of the original theme song, curated by YouTube sensation Pogo. A code embedded in the video unlocked a promotional website, and from there we launched a treasure hunt across the internet for secret codes to unlock exclusive Pokémon gifts and prizes.
We hid codes on brand pages, sub-culture sites, and even retailer pages offering our hunters only a few cryptic clues. The results were instantaneous, more than a million views of the video during the promo period (and over 3.5 million to date), a benchmark-shattering 26% conversion to participation in the hunt, and sales goals crushed within 48 hours of launch. All with virtually no paid media.

Game over.

*ADCD Annual Show finalist