P25 Music

Herausforderung

Awareness

Zusammenfassung

As part of Pokémon’s year-long 25th-anniversary celebration, a virtual concert experience headlined by music icon, Post Malone, was developed to convert music fans into Pokémon fans and took a hit song collaboration to #1 in the charts.

Pokemon x Post Malone Concert 1

Challenge

Pokémon is a premier entertainment franchise with a loyal and passionate fan base. The Pokémon Company International’s was to create a mainstream pop culture moment to continue to raise its mainstream profile and grow its audience.

With a massive celebration planned across the franchise for this landmark anniversary, we needed to find a way to create a breakthrough experience that would convert people to the Pokémon brand as a tentpole of the campaign.

Idea

We partnered with another 25-year-old force of pop culture, Post Malone, as he dropped a cover of the 25-year-old hit, Only Want To Be With You, by Hootie and The Blowfish, mixed with the soundtrack from the Pokémon video games.

Then, on February 27, better known as Pokémon Day, millions of music fans and Pokemon fans alike from around the world tuned in for a stunning virtual concert experience, featuring a motion-capture version of the real Post Malone along with 30 iconic Pokémon.

Results

on Spotify music charts
#1
concert views
13m

Cannes Lions 2021
Gold
Entertainment Lions for Music

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