Project: GameStop 2016
Concept: Redesign Pokémon’s award winning booth to celebrate the 20th Anniversary of Pokemon brand and the recent launch of Pokemon GO.
Astrid Gold Award
Pokémon attended GameStop Expo 2016 with one overarching goal—to increase brand awareness and brand loyalty—with two separate audiences. Pokémon reached GameStop store managers on day one, and consumers on day two.
In honor of its 20th anniversary, Pokémon wanted to highlight the company’s historic milestones and proclaim its industry leadership by increasing its show floor presence – without building a new exhibit.
The vision was to create a directional “Pokémon Experience” that allowed GameStop store managers to experience the Pokémon brand as a whole, showcasing and cross-promoting the three brand pillars – video games, trading card games and licensed merchandise.
Pokémon created museum-like displays using a combination of new releases and historical artifacts of all three brand segments—video games, trading card games and licensed merchandise—an experience Pokémon fans would revel in and that would cement the holistic appeal of the brand.
Plexiglas side windows with Pokémon graphics controlled traffic flow while preventing the exhibit from having a closed-in feeling, and heightened curiosity with peeks inside.
- Video game segment – featured every Pokémon game released in the twenty-year history of the product, including the upcoming launch.
- Trading card game segment – featured rare Pokémon cards and provided exclusive view of not-yet-released cards.
- Licensed merchandise segment – featured a wall with over 700 invisibly-mounted plush Pokémon toys which became a fan favorite photo op.
With a single exhibit entry point, Pokémon encouraged exhibit traffic with a green screen photo booth on the periphery of the exhibit. This proved to be extremely popular with nearly 100 photos taken per hour for a total of 33,520 social media impressions.