With the release of Detective Pikachu hitting cinema screens from Friday 10th May, Nintendo is launching a contextually driven campaign for its latest game across UK cinema foyers to engage fans of both the Pokémon franchise and the film alike.
Planned and bought by media agency the7stars and OOH specialist agency Kinetic, the two-week campaign will be shown across 100 D6 screens in Primesight’s network of cinema foyers. Showcasing the ‘Let’s Go Pikachu’ Nintendo Switch Pokémon game this campaign will target those Pokémon fans who are in the market for anything related to the franchise. The newly-released game puts the player in the shoes of the Pokémon trainer, with Pikachu by their side while using a Pokéball controller during gameplay.
Primesight Business Director, Toby Fairlamb said, ‘Cinema is a unique environment within the out of home sphere where we are able to target audiences based on their passions and interests. Nintendo have tapped into this to ensure they are front of mind with their target audience and with very little wastage.’
With an average 20-minute dwell time in cinema foyers, brands can further capitalise on the shared cinema experience, where the average group size is three individuals. As 50% of cinema-goers head to see their film of choice within the first week of it release, the positioning of this campaign looks set to have all eyes on Pikachu.
The campaign will run from 10th-23rd May 2019.