life well played.
Client | Niantic
Art Direction & Copywriting | Alana Ratcliff-Lake
Date | 2018
Media | Print, Television, Digital, Guerrilla
In 2016 Niantic and The Pokémon Company launched the landmark augmented reality mobile game called Pokémon GO. It soon had 600 million players worldwide and has been hailed as one of the most successful mobile games of all time. But was it just a fad? This campaign aims to reinvigorate the hype surrounding this revolutionary game by targeting urban adults with no history with the Pokémon world by arguing that it's more than a game, it's life well played.
OUT OF HOME
target: lapsed players
Niantic and Discord (a chat app for gamers) team up to help Pokémon GO players from across the city meet up and get to know each other. Players use Discord to help them meet up for raids as Pokémon GO has no in-game chat.
The Event: Pokémon GO 'trainers' (players) team up to defeat rare Pokémon in daily events all over their city called raids. Niantic will hold a community event at Yonge and Dundas square for local trainers that will feature raids, in game rewards and a chance to win a trip to Tokyo with two friends. All this to remind lapsed players what makes Pokémon GO so great.
COPY: "Calling all trainers! Come down to Yonge and Dundas square to team up with trainers from all over the city. With the help of our friends at Discord, we're going to help you connect with your neighbourhood like never before so you'll never raid alone.
Find your team among the crowd then raid your hearts out in this in-game event for a chance to win a trip to Tokyo.
See pokemongo.com for details."