To celebrate the one-year anniversary of Pokémon GO, Niantic and Wieden + Kennedy have created lively digital billboards called “City Celebrations”.
Launched last July, Pokémon GO achieved 7.5 million downloads in the US in a week just after the release. The viral popularity helped Niantics gain a lot of recognition and the celebrations have now started.
Running in New York, London and Tokyo, the posters celebrate the eagerness of those cities for the game with taglines such as, “Yesterday. Four bootcamps, 43 romantic strolls, 985 Squirtle” for London. A digital poster was also made for London and for New York which displays real-time stats on how many Pokémon are being caught on location.
Some of the billboards have also been activated as “PokéStops” in the game, so the fans can actually “catch ’em all”.
Iain Tait, Executive Creative Director at W + K London, said:
We’re thrilled to be working with Niantic. We’re massive fans of their aim to inspire people to explore their environment through creative Real World games.
Working on a constantly evolving gaming platform and experience like Pokémon GO is a dream come true.
W&K Portland is managing the global media planning and buying for the campaign as well.
The theme and the idea of celebrating the anniversary in the world’s biggest cities is amazing!