Best Buy Poké Party

Comms Strategy / Insights / Proactive

The summer where everything seemed right in the world...

The Pokemon GO AR videogame was released on mobile App Stores worldwide July 6th, 2016. For that summer, Pokémon was unescapable. People worldwide, of all ages, classes, and colours united and flocked outside congregating in public places in droves, to catch their favourite pocket monsters; it was beautiful. It was the closest thing to world peace that I've ever witnessed, but not all was well...

The Insight

The biggest complaints everyone playing the game had was that is was notorious for draining battery life in minutes, and for eating up globs of precious data, rendering phones obselete for catching Pokémon.   

The smartphones that enabled players to live out their Pokémon fantasies, had also become the same thing that prevented them from doing so.

The Strategy

GET: Pokémon trainers frustrated with smartphone woes

TO: See Best Buy as the go-to source for all things tech

BY: giving their phones the boost they need to game on

The Idea

Come to the aid of Pokémon trainers when they neded their technology to work for them the most.

The Execution

We proactively pitched this insight and opportunity I uncovered to Best Buy, a client of ours at the agency who bought the idea on the spot. I determined the hottest locations in the city to play the game to maximize our impact, and we launched two Poké Parties in Toronto and Vancouver.

Best Buy 'blue shirt' employees were on hand at these events with games and prizes, but most importantly provided free wi-fi hotspots as well as mobile phone charging to keep the good times rolling. We knew we had to strike while the proverbial iron was hot, so from initial insight to execution, we launched this initiative within 5 days. 

The Results

  1. Most successful Best Buy experiential event at the time

  2. Contributed to incremental sales of Pokémon merchandise, and mobile charging accessories

  3. Multiple dreams of aspiring Pokémon masters were saved as a result of our efforts

Selected Works

Ford - Mustang Drive StreamComms Strategy / Digital / Experiential

Ford - Ford SmoothieComms Strategy / Integrated / Experiential

Ford Escape - See the CityComms Planning / TV

Alfa Romeo - Brand PositioningBrand Strategy / Brand Positioning

Best Buy - Poké PartyComms Strategy / Insights / Proactive