Over 100k fans found a Pokémon parter on Twitter; leading to a 5x increase in conversation.
THE GOAL
How can we connect casual moviegoers and core fans with the Pokémon Universe in a fun and simple way?
POKÉMON 💛
Twitter exploded with buzz and excitement when the first Detective Pikachu trailer dropped, making it the 5th most-viewed trailer of 2018.
The conversation was vibrant and fans were vocal about their love for specific Pokémon.
THE INSIGHT
You don’t get to choose your starter Pokémon, they choose you!
This program taps into a key emotional connection in the Pokémon universe and narrative of the film - the relationship between people (aka Trainers) and their Pokémon.
THE IDEA
Detective Pikachu assembles an army of Pokémon partners on Twitter instantly pairing fans with one of five beloved Pokémon characters and delighting them with personalized content throughout the week of release.
How it worked:
We built a custom API solution that segmented users into one of five character groups. Based on the character that they were partnered with, the user would get bespoke content that was designed to drive further engagement (eg polls, conversation prompts, memes, exclusive content).
THE RESULTS
fans partnered up
100k
engagement rate with custom content
10%
increase in conversation compared to the previous week
