Embracing Authenticity: Building a Brand Experience for Fans and Fams
by Julia Higgins
When planning a PR event, you typically have one key audience in mind. But for an iconic brand like Pokémon, that means crossing the gap between lifestyle & parenting media and creators, and gaming media & fans.
The Pokémon Company International tasked the team at LPR to bring these groups together for one incredible experience – an advance screening celebration for the U.S. premiere of “Pokémon Horizons: The Series.” LPR brought in a production partner, TH Experiential, and together, the expanded team put on their Captain Pikachu hats and dreamed up a unique event that would wow core Pokémon brand fans, influencer families & kidfluencers, AND consumer media – without breaking them apart into different sessions or experiences.
There were three key factors to staying authentic to the brand to build and foster connections with fams and fans successfully:
- Staying True to the Brand: Pokémon is more than just a franchise – it’s a way of life! The team had to be mindful of every element of the event – from the activities to the aesthetic – to ensure it represented the brand in the ways that fans have come to know and love. From themed treats such as Poké Ball punch to offering unique swag items such as embroidered tote bags featuring the newest Pokémon pals, we didn’t just stay true to the brand – we embodied it, truly embracing the passion people have for Pokémon.
- Creating Gram-Worthy Content: The event offered no shortage of exciting photo-ops for attendees and their families – from posing with Captain Pikachu and taking selfies in their very own Captain hats, to sharing their Pokémon Pal test results on the big screen – Trainers were excited to snap their fun-filled experience. Both media and influencers from all walks of life took to social to praise the brand and overall event.
- Family First: As quoted by an attendee “I have done a lot of events in my career, but today will go down as one of the best ever for one key reason: I didn’t go alone.” A key part of the event for creators and media was the ability to enjoy the experience with their entire families. By offering a family-friendly event and activities, fans and fams were able to bring the people that are most important to them for an afternoon of fun – and even allowed adults to be ‘kidults’ for the day with their favorite people!
The premiere event was a great reminder that Pokémon resonates with people of all ages, backgrounds, and interests. From reporters at top publications to family influencers with young children, to core brand fans, every Trainer in attendance left with a smile on their face, and memories of a Pokémon experience to last a lifetime.
