Shopping Center Management Corporation - SM Supermalls
Name of Organization / Company: , Pasay City, Philippines
Category: Award for Innovation in Consumer Events
Entry Title: SM Supermalls Pokemon Go Nationwide Lure Party
#GottaCatchEmAllAtSM Pokémon Go Nationwide Activation
It was the game that took the whole world by storm!
Pokémon Go, the extraordinarily addictive location-based augmented reality game gave kids and kids-at-heart a unique mobile experience that brought the classic 90s video game to life!
And while everyone was waiting for the Philippine launch, SM Supermalls was already preparing for a first-of-its-kind event that aimed to activate a fresh way to drive more people to the malls and amplify the Pokémon Go experience by gathering Pokémon fans in a safe Poké-hunting place that they consider as a second home—the malls!
As early as July, SM’s Pokémon Go pre-launch campaign showed how excited shoppers were for the app’s official release. And SM knew it had to prepare for something grand and unforgettable once the game was launched. SM was all set to ride the wave of the global phenomenon!
True enough, SM was among the first brands to break the news about the app’s Philippine launch on August 6. On the same day, the #GottaCatchEmAllAtSM campaign was launched.
Within a span of three days, SM was the first to announce the nationwide Lure Party happening on August 12!
With shoppers’ convenience in mind, SM mall marketing teams strategically designated 150 PokéStops and 50 Gyms in over 50 SM malls across the country. On a daily basis, an estimated 3.5 million people visit to SM malls nationwide.
The pre-event publicity was so massive that it reached over 5 million people on digital alone. Social media overflowed with excitement as patrons actively shared, engaged in conversation, and created communities in pursuit of Pokémon. SM further stoked excitement with the news of exclusive promotions from two of the country’s biggest consumer brands, namely Smart and McDonalds.
But that was only the beginning.
After a month of research, close monitoring of the game, careful event planning coupled with speed, agility and deft execution, SM served thousands of Pokémon fans through the biggest Pokémon Go Lure Party in the Philippines!
Fans were so unstoppable that they were determined to “Catch ‘Em All At SM” despite the heavy rains that day. To liven up the party even more, shoppers were treated to an array of exciting attractions and activities. Pokémon characters and cosplayers strolled around the malls while select branches featured Pokémon collectibles and Pokémon Go essentials.
With the overwhelming response of the public on-ground and on digital, the event naturally became the instant talk of the town as several national TV newscasts, digital publishers, bloggers and social media influencers came to cover the live event. Social media was flooded with posts, photos and videos cheerfully telling their own SM Lure Party experiences.
For fans, #GottaCatchEmAllAtSM Pokémon Go Nationwide Activation was the largest and most talked about gathering of Pokémon Go trainers in the world. But for SM it was a fulfilling digital-meets-on-ground event that drew them closer to their valued shoppers.
It was an astounding success as the campaign achieved a whopping 19 million in social media reach over a 6-week span. Engagement rate was at 12%, equivalent to 2.3 million engagements. Extensive media mileage was achieved on primetime TV with more than 50 PR pick-ups, including international internet media giant, Buzzfeed. The event also generated more than PHP 11 million in total promo sales for SM Advantage Card.
#GottaCatchEmAllAtSM Pokémon Go Nationwide Activation captured everyone’s attention as it gave a unique twist to an otherwise ordinary mall experience.
It paved the way to a whole new level of malling experience—one that redefined consumer engagement in a fun, technology-driven, community-building adventure. It transformed SM shoppers from just mere participants into one compelling army of SM brand ambassadors.
True to its tagline, the event has proven that indeed, “Everything’s Here At SM”… including Pokémons!