New Pokemon App Sends Consumers to Target
Drumming up excitement for the May 10 theatrical release of Warner Bros.' Pokemon Detective Pikachu, Pokemon Co. has launched a mobile application that lets gamers collect digital and in-game rewards at select Target stores.
From May 11 through June 23, Pokemon Trainer Club account holders can use the new Pokemon Pass app to scan QR codes on signs found within select Target stores to obtain:
- photo stickers of Mr. Mime and Psyduck, Pokemon characters from the film, and
- a code for a uniquely colored Pokemon within the Pokemon: Let's Go, Pikachu! or Pokemon: Let's Go, Eevee! games, which were developed by Game Freak and published by Pokemon Co. and Nintendo for the Nintendo Switch gaming system.
The mobile app uses geolocation to automatically notify Pokemon Trainer Club members of the rewards when they enter participating Target stores. The app then guides users through several prompts to obtain their desired reward and find corresponding signage. For example, users that want to obtain a Mr. Mime photo sticker are directed to the store's "trading card game" section to search for a sign with a QR code while shoppers that want the code for the uniquely colored Pokemon are instructed to look for a themed display in the toy department.
Further drumming up support for the film and store foot traffic, Target staged in-store events from 10 a.m. and 1 p.m. on May 11 awarding shoppers with a movie poster and a Psyduck promo card for the Pokemon Trading Card Game. New licensed Pokemon Detective Pikachu merchandise also enjoys secondary merchandising space via endcaps outfitted with signage. Exclusive licensed merchandise at Target includes a 16-inch Detective Pikachu plush toy. A feature in the retailer's May 8 circular touts the new and exclusive licensed SKUs.
Besides the recent film, Target has tied into other Pokemon-related events in the past, most notably converting its red bollards at 400 stores in to Poke Balls in 2016 as a nod to the Pokemon Go craze at the time.
NOTE: For more images of this program at Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.