Actimel x Pokémon
Strategy • Social Media
Actimel × Pokémon GO turned the streets of Madrid into an interactive adventure that brought gaming and wellness together.
The campaign blended street marketing and social buzz to energize the brand’s connection with younger audiences — transforming everyday discovery into a playful, city-wide experience..
Client
Actimel (Danone)
Date
2024
Category
Social Media
Challenge
Actimel aimed to re-energize its brand among younger audiences by stepping into the world of gaming and digital culture.
The goal was to build excitement and awareness around Actimel’s collaboration with Pokémon — creating a real-world adventure that could live both on the streets and across social media.
This collaboration built on Actimel’s previous digital initiatives with Pokémon, including a web app where players could scan unique codes to collect characters and unlock wellness-themed content.
This time, the experience moved from screen to street — bringing the adventure to life in the real world.
Strategy
The idea centered on bringing the extraordinary into the everyday — transforming a classic wellness drink into a sense of adventure and discovery.
Our approach combined three forces:
-
Physical impact — giant installations that demanded attention.
-
Digital storytelling — teasers and reveals built around cinematic 3D moments.
-
Community engagement — encouraging players to share clues, photos, and sightings.
The result was a self-sustaining loop where the offline experience fueled online buzz, and online hype drove people out to explore the city.
Campaign
Objective
Generate large-scale awareness, social engagement, and user-generated content — positioning Actimel as a playful, health-forward brand embedded in pop culture and everyday discovery.
Action Plan
1️⃣ Teaser Phase
Two cinematic teasers showed the Pokémon Actimel bottles arriving over Madrid in hot-air balloons.
The mix of 3D animation and real footage created instant intrigue and visual spectacle.
2️⃣Street Activation
Six giant bottles were hidden in iconic spots across Madrid.
Players were invited to find them using social clues, photos, and geotags — blending real-world exploration with Pokémon-style discovery.
3️⃣ Amplification
Participants were encouraged to share their finds using dedicated hashtags.
Influencers, local media, and community threads helped spread the hunt organically.
The activation also featured reward mechanics — from exclusive merchandise to a trip to Japan — increasing motivation and virality.
Results
+3.2M impressions
+300K views
+1.7k social interactions
A campaign that mixed spectacle with strategy — blending entertainment, exploration, and health in a way that connected with modern audiences and sparked genuine cultural engagement.
Work Done
Campaign Strategy · Creative Direction · 3D & VFX Supervision · Content & Social Strategy · Influencer Coordination · Community Amplification
Project produced at Dragons Agency for Danone.
All brand assets © Danone / respective owners. Displayed for portfolio purposes only.
