Pokémon

 

  • Pokémon is a legendary franchise possessing a mass, devout global following – it is one of the most popular entertainment franchises in the world.
  • Debuting in 1996, the franchise sought to create a tent pole, unprecedented activation for the brand to attract as much attention as possible during its 20th anniversary.
  • TriplePoint and The Pokémon Company International (TPCI) came to the decision to use Super Bowl 50 as the launch pad – leveraging a Super Bowl commercial and superstar NFL athlete Richard Sherman to amplify the 20th anniversary given the telecast’s expected reach of more than 100 million viewers.

The Challenge

  • To capture the ROI needed to validate the steep investment for a Super Bowl commercial, Pokémon needed to breakthrough an insanely crowded brand marketing environment.
  • In addition to getting mass press coverage and online YouTube views Pokémon needed to authentically illustrate to consumers why it made sense for the brand to be alongside Super Bowl mainstays such as Coca-Cola, GM, Anheuser-Busch and Doritos.
  • Richard Sherman was not locked into an agreement until only 10 days before Super Bowl 50. Brands with other celebrities were booking media appointments for “Radio Row” roughly two weeks prior, therefore already full media schedules were a concern.
  • Sherman is a professed Pokémon fan, but given the tight turn, it was unclear the level of media training able to be performed to ensure optimal message pull through would be achieved.

The Approach

  • TriplePoint worked closely with TPCI to develop a strategy to unveil a 60-second version of the ad on January 25, almost two weeks before the Super Bowl to avoid the industry noise and own the conversation first. The 30-second version was held until Super Bowl Sunday, thus creating two news cycles.
  • We built targeted messages for press focused on relatable and motivational sports tropes such as hard work, teamwork and perseverance to connect the Pokémon brand to the Super Bowl.
  • Due to the tight timeline with Sherman, we leveraged the team’s strong relationships thanks to past Super Bowl, World Cup and Olympics experience to book a full schedule despite being “late.”
  • For Sherman’s media tour, we prepped him with easy to digest messages that naturally connected his past personal experiences with the brand. We also captured verbal agreements from all media outlets to grant time for Sherman to plug the brand.

The Results

  • The Pokémon Super Bowl ad and Richard Sherman media tour generated a maximum potential of 2 BILLION UMVs and 97% neutral-positive sentiment.

Super Bowl Commercial

  • Coverage appeared in more than 280 stories including top outlets: AP, ABC News, Ad Age, Ad Week, Bleacher Report, CBS News, E! Online, EW, Forbes, Huffington Post, Mashable, New York Times, NPR, Rolling Stone, TIME, USA TODAY, Variety, Wall Street Journal, Washington Post and more.
  • Due to the early unveil of the ad, Pokémon generated the most YouTube views amongst all Super Bowl commercials with now more than 24.5M views (as of 3/8/16).

Richard Sherman Media tour

  • The media tour consisted of briefings with the top 15 sports and entertainment outlets including Colin Cowherd (FOX), Dan Patrick Show (NBC), ESPN, Jamie Foxx’s Sirius / Entertainment Tonight show, Jim Rome Show (CBS), Sports Illustrated “NOW’ and more.
  • 93% Pokémon Key Message Pull Through.

“It’s been 20 years for Pokemon, and about 18-19 for me, and that’s how I got involved with it…Pokemon meant a lot to me as a kid…It’s one of those things that transcends race, it transcends gender, and age. Even at Stanford, there were people that played it.”

Richard Sherman

Cornerback, Seattle Seahawks

Eddiemae Jukes

Eddiemae Jukes joined TriplePoint in 2002 and is proud to be a more than ten-year veteran of the firm. Her expertise in PR ranges from consumer electronics and games to financial and education tech. She’s worked with clients including Livescribe, Nature Publishing, Electronic Arts, Yodlee and LEGO. In her role as Partner/Vice President, Eddiemae creates strategic plans, develops messaging, and provides counsel on product and corporate PR. She has spoken at industry events including Austin GDC and GCDC, and she organized the PR for Games Conference. Eddiemae holds a B.A. in communications from Stanford University.

×
Andrew Karl

Andrew Karl is an Account Director at TriplePoint who has been with the firm since June 2011. Andrew brings several years of experience in both high-tech public relations and video game editorial, having co-founded and run a gaming site for two years. While honing his craft at a high-tech agency, Andrew amassed extensive experience in the areas of media and analyst relations, running social media programs and campaigns, and spearheading corporate blogging initiatives. Andrew holds a bachelor’s degree in communication from the University of New Hampshire. A rabid soccer fan supporting Liverpool FC and the United States National Team, Andrew is generally playing FIFA or enjoying a deep RPG, intense RTS, or any game involving zombies.

×
Quinn Wageman

Quinn Wageman is a Partner at TriplePoint where he represents various video game and technology companies spanning all major platforms and business models. Quinn helped open TriplePoint’s NYC office in 2007 before moving for the firm to California. Additionally, Quinn has accumulated over six years of business development and B2B sales experience including browser games with Arkadium, wireless communications with NTT DoCoMo, and international trading with ITOCHU. He is a graduate of the University of Missouri International Business program, holding a dual B.F.A. and B.S.B.A. with a minor in Japanese (business-level).

×
Gentry Brown

Gentry Brown is a Director at TriplePoint, representing consumer tech and gaming clients. Initially interested in the journalistic side of the coin (with stints at NYU’s Washington Square News and the Orange County Register), she rose to the challenge of representing clients in the ever-changing space that is technology and games, becoming enamored with the fun of presenting and promoting them in a similarly dynamic fashion. After graduating from New York University in 2014 with a BS in Media, Culture and Communications, Gentry decided to head back to her native California for endless enchiladas and the ability to camp year-round, but mostly to be in the epicenter of tech culture.

×
Richard Kain

Richard Kain is the General Manager at TriplePoint, with over 15 years of experience in corporate communications, product public relations, and public affairs campaigns. He provides strategy and counsel as well as corporate communications guidance to the agency’s clients. Rich previously worked as director of public relations for Vitria Technology, a publicly traded enterprise software company in Sunnyvale, and started his PR career at Fleishman-Hillard in Los Angeles. He is an active angel investor, with a portfolio viewable at https://angel.co/richardkain. Rich graduated from Haverford College in 1993 with a B.A. in philosophy and history.

×
Blane Humphries

Blane Humphries is a Sr. Account Executive at TriplePoint with an established background in video games, journalism, and professional communications. He began his gaming adventures in the mid 90’s with games like Westwood’s Command & Conquer: Tiberian Sun, since then ranging in taste from everything triple-A to the most obscure indies. After graduating with honors from Georgia Southern University in 2012 with a degree in Public Relations, Blane became an active member of the games industry as an editor for a gaming blog covering indie titles, and as Vice-Chair for the Atlanta chapter of IGDA. Prior to joining TriplePoint, Blane spent years working in various marketing and PR roles in representation of a range of developers/publishers.

×
Kaydie Hansen

Kaydie Hansen is an Account Executive at TriplePoint. Prior to TriplePoint, Kaydie interned at Zeno Group and Ubisoft. She additionally serves as Community Manager of the global joystick manufacturer, Qanba USA. A Bay Area native, she graduated from San Francisco State University with a BA in International Business in 2017. The prospect of double jump and air-dash technology keeps her in the tech hub of the country.

×
Alyx Evans

Alyx Evans is an account coordinator for TriplePoint. After graduating from Robert Morris University in 2019 with a BA in Communication and an MS in Organizational Leadership, she pursued her love of gaming and dove headfirst into the industry. When she isn’t working or gaming, Alyx can be found caring for her miniature zoo of reptiles or expanding her favorite anime list. A Pittsburgh native, she loves fries on all of her salads and sandwiches and the only ketchup she acknowledges is Heinz.

×
Mike Mason

Michael Mason is an Account Coordinator for TriplePoint, working with tech and gaming clients. After graduating from the University of Oregon’s School of Journalism and Communications in 2018 with an emphasis in Public Relations, Michael moved back to his childhood home of the Bay Area to get out of the rain. After short tenures as an Intern at a sports technology startup and then at an enterprise tech PR firm, Michael joined TriplePoint, accomplishing a lifelong dream of working in the gaming industry. In his free time, Michael enjoys live music, golfing, skiing, and being around his friends and family.

×
Sara Green

Sara is an Account Coordinator at TriplePoint. Prior to joining the firm, Sara cut her teeth on esports and influencer relations at the Pittsburgh Knights and Duolingo. Sara spearheaded Duolingo’s first venture into gaming through a partnership with Twitch on a multilingual influencer program. She graduated from the University of Pittsburgh in 2019 with degrees in Communications and Public & Professional Writing.

×
Nick Shepherd

Nick Shepherd is an Account Director at TriplePoint, bringing over a decade of experience spanning gaming, technology and corporate communications. Prior to joining TriplePoint and after cutting his teeth in the agency world, Nick moved in-house for a prominent games company, where he worked with multiple teams to align all brand communications across press, social, community and video. A Claremont McKenna graduate and SoCal native, Nick is convinced his beloved Chargers moved simply to be closer to him in Los Angeles. You’ll likely find Nick mowing through aliens, robots and warriors in the latest FPS game or losing to much better prepared Madden players online.

×
Sam Mosher

Sam is an Associate at TriplePoint, where he combines his passion for video games with his knowledge of press and communications. He is a graduate student at the University of Missouri finishing a five-year BA/MA program in public relations and multimedia journalism. Before working in public relations, Sam worked as an anchor and producer for mid-Missouri’s NPR affiliate and received the Top Scholar award in his undergraduate class. When he isn’t working or playing games, he can be found hosting “Kids in College,” a pop culture podcast, running, or feeding his media diet of music, movies, and science fiction books.

×
Jacob Nahin

Jacob Nahin is a communications professional with a decade of agency and in-house experience. In his role as Account Director at TriplePoint, he advises on strategy and execution for Blizzard, Paradox Interactive and GungHo Online. He is also a big-time cat lover! In his free time, he loves playing Pistol Whip on his Oculus Quest 2 and No Man’s Sky on his gaming rig.

×