• Pokémon is a legendary franchise possessing a mass, devout global following – it is one of the most popular entertainment franchises in the world.
  • Debuting in 1996, the franchise sought to create a tent pole, unprecedented activation for the brand to attract as much attention as possible during its 20th anniversary.
  • TriplePoint and The Pokémon Company International (TPCI) came to the decision to use Super Bowl 50 as the launch pad – leveraging a Super Bowl commercial and superstar NFL athlete Richard Sherman to amplify the 20th anniversary given the telecast’s expected reach of more than 100 million viewers.

The Challenge

  • To capture the ROI needed to validate the steep investment for a Super Bowl commercial, Pokémon needed to breakthrough an insanely crowded brand marketing environment.
  • In addition to getting mass press coverage and online YouTube views Pokémon needed to authentically illustrate to consumers why it made sense for the brand to be alongside Super Bowl mainstays such as Coca-Cola, GM, Anheuser-Busch and Doritos.
  • Richard Sherman was not locked into an agreement until only 10 days before Super Bowl 50. Brands with other celebrities were booking media appointments for “Radio Row” roughly two weeks prior, therefore already full media schedules were a concern.
  • Sherman is a professed Pokémon fan, but given the tight turn, it was unclear the level of media training able to be performed to ensure optimal message pull through would be achieved.

The Approach

  • TriplePoint worked closely with TPCI to develop a strategy to unveil a 60-second version of the ad on January 25, almost two weeks before the Super Bowl to avoid the industry noise and own the conversation first. The 30-second version was held until Super Bowl Sunday, thus creating two news cycles.
  • We built targeted messages for press focused on relatable and motivational sports tropes such as hard work, teamwork and perseverance to connect the Pokémon brand to the Super Bowl.
  • Due to the tight timeline with Sherman, we leveraged the team’s strong relationships thanks to past Super Bowl, World Cup and Olympics experience to book a full schedule despite being “late.”
  • For Sherman’s media tour, we prepped him with easy to digest messages that naturally connected his past personal experiences with the brand. We also captured verbal agreements from all media outlets to grant time for Sherman to plug the brand.

The Results

  • The Pokémon Super Bowl ad and Richard Sherman media tour generated a maximum potential of 2 BILLION UMVs and 97% neutral-positive sentiment.

Super Bowl Commercial

  • Coverage appeared in more than 280 stories including top outlets: AP, ABC News, Ad Age, Ad Week, Bleacher Report, CBS News, E! Online, EW, Forbes, Huffington Post, Mashable, New York Times, NPR, Rolling Stone, TIME, USA TODAY, Variety, Wall Street Journal, Washington Post and more.
  • Due to the early unveil of the ad, Pokémon generated the most YouTube views amongst all Super Bowl commercials with now more than 24.5M views (as of 3/8/16).

Richard Sherman Media tour

  • The media tour consisted of briefings with the top 15 sports and entertainment outlets including Colin Cowherd (FOX), Dan Patrick Show (NBC), ESPN, Jamie Foxx’s Sirius / Entertainment Tonight show, Jim Rome Show (CBS), Sports Illustrated “NOW’ and more.
  • 93% Pokémon Key Message Pull Through.

“It’s been 20 years for Pokemon, and about 18-19 for me, and that’s how I got involved with it…Pokemon meant a lot to me as a kid…It’s one of those things that transcends race, it transcends gender, and age. Even at Stanford, there were people that played it.”

Richard Sherman

Cornerback, Seattle Seahawks

Eddiemae Jukes

Eddiemae Jukes joined TriplePoint in 2002 and is proud to be a more than ten-year veteran of the firm. Her expertise in PR ranges from consumer electronics and games to financial and education tech. She’s worked with clients including Livescribe, Nature Publishing, Electronic Arts, Yodlee and LEGO. In her role as Partner/Vice President, Eddiemae creates strategic plans, develops messaging, and provides counsel on product and corporate PR. She has spoken at industry events including Austin GDC and GCDC, and she organized the PR for Games Conference. Eddiemae holds a B.A. in communications from Stanford University.

Andrew Karl

Andrew Karl is an Account Supervisor at TriplePoint who has been with the firm since June 2011. Andrew brings several years of experience in both high-tech public relations and video game editorial, having co-founded and run a gaming site for two years. While honing his craft at a high-tech agency, Andrew amassed extensive experience in the areas of media and analyst relations, running social media programs and campaigns, and spearheading corporate blogging initiatives. Andrew holds a bachelor’s degree in communication from the University of New Hampshire. A rabid soccer fan supporting Liverpool FC and the United States National Team, Andrew is generally playing FIFA or enjoying a deep RPG, intense RTS, or any game involving zombies.

Jesse Henning

Jesse Henning was born and raised in the SF Bay Area, starting his games career in non-digital form by working with Settlers of Catan. Since then, Jesse has worked in gaming as a journalist, PR manager, marketing assistant, community manager, designer, QA lead, and in-game support provider. As a Senior Account Executive at TriplePoint, he specializes in crafting messaging, strategies, and content for clients, including official press materials, website copy, and social media. He’s a rogue who likes roguelikes, a sucker for indie bundles, and wants to trade Steam cards with you.

Alan Dunton

Alan Dunton has focused his 17+ year career on creating marketing and communications campaigns for technology and entertainment companies. As a Partner at TriplePoint, he works closely with clients and account teams to design programs that deliver high-quality, measurable results. Prior to joining TriplePoint, Alan was Bigpoint’s director of public relations for North America, responsible for introducing the German-based company to this market. Before Bigpoint, Alan helped launch The Multiverse Network, a virtual world platform company founded by a number of Netscape veterans that has since gone open-source. He began his career with a number of global communications firms, where he supported technology companies of every size and shape. Alan graduated from Cal Poly San Luis Obispo with a B.S. in journalism and is eagerly awaiting more news about the sequel to Top Gun.

Surabhi Srivastava

Surabhi Srivastava is a Senior Account Executive at TriplePoint. A resident of Cupertino, CA, Surabhi grew up surrounded by the Silicon Valley start-up culture and is passionate about new technology and innovation that can change lives. She was briefly enchanted by the glamorous nature of the entertainment industry and ran away to Los Angeles to study PR at the University of Southern California where she was fortunate enough to work for companies like Fox Television. After four years in the city of never ending traffic where “brunching” was a verb, she waved a bittersweet goodbye to the celebrities and started her career in the heart of the technology industry here in San Francisco. Surabhi’s very excited about the digital age and can’t wait to see where it takes the communications industry in the future. In her free time she takes Bollywood dance classes (#teamdiversity) and watches way more television than an average social human being should.

Quinn Wageman

Quinn Wageman is a Partner at TriplePoint where he represents various technology and interactive entertainment companies spanning all major platforms and business models. Quinn helped open TriplePoint’s NYC office in 2007 before moving for the firm to California. Additionally, Quinn has accumulated over six years of business development and B2B sales experience including browser games with Arkadium, wireless communications with NTT DoCoMo, and international trading with ITOCHU. He is a graduate of the University of Missouri International Business program, holding a dual B.F.A. and B.S.B.A. with a minor in Japanese (business-level).

Andrew Jepsen

Andrew Jepsen is the Office Manager for TriplePoint, which is a fancy way of saying he makes sure there are enough staples and moves heavy boxes when no one else wants to. His background includes two years of public relations for digital and nonprofit clients including TRUSTe and the California Academy of Sciences, writing for a music magazine, and herding horses across the high planes of Idaho. When not providing his home brewed beer to the SF office, he can be found writing or playing games, like Silent Hill 2 for the fifteenth time. He holds a B.A. in creative writing from the University of Utah.

Tristan Kruth

Tristan Kruth is an Account Supervisor at TriplePoint. Born and raised in Silicon Valley, he didn’t choose the tech life — it chose him. On top of a love for gaming and tech cultivated by a childhood in the technological center of the world, Tristan has a soft spot for the classic video games of his youth and thinks everyone on earth should play Heroes 3. When not working on PR campaigns for the entire range of TriplePoint’s broad client expertise, Tristan enjoys cooking, trying to golf, and supporting the full panoply of his favorite sports teams (most notably the San Jose Sharks). He graduated from Stanford University with a B.A. in History.

Gentry Brown

Gentry Brown is a Senior Account Executive for TriplePoint, who reps consumer tech and gaming clients. Initially interested in the journalistic side of the coin (with stints at NYU’s Washington Square News and the Orange County Register) she rose to the challenge of representing clients in the ever-changing space that is technology and games, and became enamored with the fun of presenting and promoting them in a similarly dynamic fashion. After graduating from New York University in 2014 with a BS in Media, Culture and Communications, Gentry decided to head back to her native California for endless enchiladas, the ability to camp year-round, but mostly to be in the epicenter of tech culture.

Richard Kain

Richard Kain is the General Manager at TriplePoint, with over 15 years of experience in corporate communications, product public relations, and public affairs campaigns. He provides strategy and counsel as well as corporate communications guidance to the agency’s clients. Rich previously worked as director of public relations for Vitria Technology, a publicly traded enterprise software company in Sunnyvale, and started his PR career at Fleishman-Hillard in Los Angeles. He is an active angel investor, with a portfolio viewable at https://angel.co/richardkain. Rich graduated from Haverford College in 1993 with a B.A. in philosophy and history.

Travis Varner

Travis Varner is an account supervisor who brings years of experience from FleishmanHillard where he focused on consumer electronics, interactive entertainment and sports. He has led and supported media relations programs, social media activations, large scale events amplification, and provided valuable strategic counsel. Travis has a keen sense of consumer, entertainment, technology, sports, and video game markets. As a rabid sports fan, Travis is also working to build out the agency’s sports technology business. Travis graduated from the University of Iowa with a dual B.A. in Journalism and Mass Communication and Health and Sport Studies.

Jesse Bandeen

Jesse Bandeen is an Account Executive at TriplePoint. Although born in New York City, Jesse was raised in London, England before completing her BA in Sociology at Duke University. With her siblings and her closest friends drawn so completely into the tech world, its appeal was hard for her to resist and she was inevitably hooked. Jesse left her background in marketing for luxury goods in London and headed west towards the epicentre of the industry to work in the dynamic tech environment. In her free time she enjoys foreign TV shows, art exhibits, sci-fi films and playing volleyball.

Justin Rende

Justin Rende is an Account Executive at TriplePoint. Born and raised on the East coast, Justin attended the University of Connecticut as an undergraduate to earn his B.A. in Communication. After working for a few years within NYC public relations agencies for pharmaceutical clients, Justin decided to follow his heart and make the journey to San Francisco to be in the center of tech and gaming. When not in the office, you’ll find Justin exploring the trails of local state parks or inside one of a myriad of virtual worlds accessed through his VR headset.

Cassandra Reynoso

Cassandra Reynoso is an Account Coordinator at TriplePoint. She mainly goes by Cassie, Cass, or by her in-game name “Reynososo.” Cassie began her career in public relations through an internship with Blizzard Entertainment where she worked on Overwatch, Heroes of the Storm, and Blizzard esports. Cassie graduated from the University of California, Berkeley with a B.A. in Media Studies and Mass Communications. Besides chasing her dream to be a video games PR pro, Cassie also sets PRs in the weight room. She once held a record for the deadlift in her division and continues to set the bar high.

Chris Carley

Chris Carley is the Influencer Relations Specialist at TriplePoint. Chris is an avid gamer and enjoys streaming and creating content under the moniker “Tons0fun.” He started the Bay Area streamer Meetup, TwitchSF, with the goal of bringing together local streamers. Prior to joining TriplePoint, he worked in the games industry for many years and ran the AngryJoeShow gaming community

Kate Lollar

Kate Lollar is an Account Supervisor at TriplePoint, specializing in media relations, corporate storytelling, PR and content strategy for gaming companies. Bridging the gap between public relations, marketing, social media and journalism, Kate has 11 years experience managing successful PR campaigns and communications for video games, digital media, technology and entertainment. She has been honored by the North American Press Syndicate for outstanding achievement in media relations. Kate hails from Memphis and earned a BA in Psychology from the University of Mississippi.