This was a global storytelling campaign aimed at inviting new and lapsed players to join Pokémon GO. With new gameplay features updated for the pandemic, Pokémon GO was set to have their biggest year since the game first launched. The campaign led with messaging that allowed for authentic stories and memories to be shared from existing players, while enticing the Gen Z audience to join the game and create their own memories. #CatchYours featured YouTube creators and Pokémon GO players from around the globe with a call to action to add them as a friend and join them in the game. As part of the campaign we also launched the official Pokémon GO TikTok channel, creating a space for Pokémon GO fans to share their own stories.
Across paid media two phases of the campaign were created, the first phase showcased a mobile device bringing the AR Pokémon of the game to life. The second phase, used well-known Gen Z YouTube creators and Pokémon GO players with a call to action that invited new players to join them as friends in the game, which rewarded them with special in-game add-ons.
To launch the official TikTok channel we created a variety of content series and challenges. We then worked with creators and Pokémon GO players to bring the content to life, creating massive engagement with Gen Z.
Creative Direction while at space.camp