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Pokemon. Detective Pikachu
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Digital campaign

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Tasks

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To bring digital audience to movie theatres

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Task 1

Maximize the target audience reach and build knowledge of the release in movie theatres

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Task 2

Engage users in communication

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Task 3

Attract website traffic and promote ticket sales

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Target audience

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Men and Women aged 12-40
Parents with children

Interests: cinema, pokémons, games, animals, animation films

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Decision

The agency developed a comprehensive
digital advertising campaign.

We created an effective media mix for the release with a large amount of online videos and engaging mechanics such as special projects, interactive banners and competitions in social networks. We directed the traffic from all the tools to the specially created website warner-films.ru/detectivepikachu, which offered a complete guide about the movie and its cute characters with the opportunity to watch exclusive videos and buy a movie ticket.

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Online video is the best driver and selling tool for theatrical releases in digital sphere. Interactive formats, engaging mechanics and special projects contribute to establishing long-lasting contact with the audience, stimulate the interest in the release and encourage the whole family to visit movie theatres; in addition, competition mechanics offer the opportunity to win cool movie-related prizes.

Warner Bros. created numerous videos starring fuzzy Pikachu and other pokémons that evoke nostalgia in adults and make children’s hearts melt.

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How it was

An exclusive video for Russia:

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Special project

With 2x2.tv

The main idea of ​​the special project on 2x2 platform was a nostalgic test, in which a user was asked to guess the Pokémon by its shadow. Funny multiple choices were offered to users, and the number of correct answers determined their level of their “Pokémon IQ”, followed by the announcement of the movie premiere.

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Over 800 000 unique users

Total reach of the project

More than 25 000 visitors

Visited the special project website

550 people

Took part in the competition and shared the test results

Creative contest VKontakte

«Ode to Pikachu»

To draw people’s attention to the movie release and engage them in communication we launched a creative contest in VK for the Pokémon fans, in which users were encouraged to write their «Ode to Pikachu» in verses and compete to get an invitation to the special screening of the movie.
We received over 50 works in 6 days of the project.

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Direct advertising
in My Talking Tom mobile game

To promote the release of “Pokémon: Detective Pikachu” we placed a motivating video using the direct purchase model in My Talking Tom application. We chose this tool to reach the target audience of mobile gamers. This format allowed us to natively establish long-term contact with the target audience with the advertising message.
The placement results were impressive:

Over 650 000

Reach of unique users

Nearly 100 000 clicks

99 times higher than planned

15,2% and 7,6%

CTR for iOS and Android

Following the results of the advertising campaign,
the initial target KPI was exceeded

KPI

Impressions

Reach

CTR

Clicks

Video showed

Fact

71 821 028

42 077 209

0,66%

471 767

14 902 252

Performance

+17,7%

+65,5%

+112,9%

+149,5%

+70,8%

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