Bavaria Pub Crawl Pokémon Go edition

Context

The summer of 2016 will forever be remembered as the remarkable first summer of Pokémon Go; the game became a global phenomenon overnight. Every generation went outside to play. And soon businesses were tailoring signs especially for Pokémon Go players and taxi firms were pitching ride-around services for Pokémon Go players.

Goal

Bavaria wanted to jump on the hype of Pokémon Go in any way possible, before its competitors had the chance. The goal was to launch a brand activation before the game became (officially) available on the Dutch market, which gave us less than one week to go from briefing to execution.

Concept

Our concept was to extent the already existing Bavaria pub crawl activation with an unique, one-day-only Pokémon Go edition for adults. We transformed bars in the centre of Amsterdam into Poké Stops, where we triggered special Pokémon spawns and provided guests with wireless chargers for empty phones. PokéTaxis were available to help players (safely) catch more Pokémon in less time without causing traffic accidents.

Result

Bavaria was at the right place at the right time with this playful activation. Everyone was eager to participate, visiting multiple bars while playing the game!