Pokémon

North & South America

4,000+

fans engaged per day

3

international tour stops

50%

marketable email opt-ins

64%

email open rate

Overview

Completely connected experience tour

The Pokémon Company set out to establish a new experiential standard, a premium, personalised brand interaction landed at the most attended cultural event in each market, capable of engaging thousands of fans per day while feeding real first-party data back to the brand.

IUF delivered the technology partner role across the full tour, building one connected experience anchored by a personalised Mission Pass. Registration generated the card; every subsequent station scanned it to deliver a tailored response. The same hardware kit and platform toured San Diego Comic-Con, La Mole CDMX and Brazil Game Show inside The Manual’s stand build, engaging 4,000+ fans per day, in three languages, with every interaction enriching a single CRM record.

Journey & Experience

Mission Pass to Mega Evolution

A single fan profile flowed through four connected digital touchpoints on stand. Registration generated a personalised Mission Pass; each subsequent station scanned the pass to deliver a tailored response, producing a consistent, branded journey that fed live data back into The Pokémon Company’s CRM at every step.

Self-service registration kiosks capture name, email, language, age band and consent
Personalised Mission Pass card printed on the spot — branded takeaway with unique scan ID
Sync Station hand-interface returns a profile-locked ‘bond strength’ result on every scan
Mega Evolution Video Booth detects the canonical ‘Pose’ via 3D camera in real time
Personalised content sequence tied to the Pokémon attached to the fan’s profile
Large-format Content Reveal Screens let fans browse the full roster and Mega Evolution forms
Mission Pass acts as identity layer — every station adapts to the fan
Live CRM integration with The Pokémon Company at every step of the journey

Technology Architecture

Four touchpoints. One scannable profile. One CRM record per fan.

Core Infrastructure

Self-service registration capturing name, email, language, age band and consent
Mission Pass identity layer binding every interaction to one fan profile
Real-time CRM integration with The Pokémon Company across all four touchpoints

Hardware Ecosystem

Registration kiosks with on-the-spot Mission Pass card printers
Sync Station hand-interface and 3D-camera Mega Evolution Video Booth
Large-format Content Reveal Screens for roster and Mega Evolution browse

Support Model

Profile-locked outcomes — consistent results on re-scan across the journey
Networked content platform connecting all four touchpoints into one experience
Touring hardware kit cycled between USA, Mexico and Brazil

Implementation

Phase 1 – Build

Single connected platform built around the Mission Pass identity layer
Touring hardware kit (kiosks, Sync Station, Video Booth, screens) assembled as one unit
Real-time CRM integration with The Pokémon Company configured pre-tour

Phase 2 – Tour

Same hardware kit and platform cycled across SDCC, La Mole CDMX and Brazil Game Show
2 IUF technicians on-site at every stop for build, live-day support and teardown
4,000+ fans engaged per day, every event, target met at every stop

Phase 3 – Localise

Localisation across three markets and languages (EN · ES · PT-BR)
Language, age band and Pokémon selection captured per fan at every stop
Every interaction enriched the same CRM record, live to The Pokémon Company

Outcomes

Fan engagement

4,000+ fans engaged per day across SDCC, La Mole CDMX and Brazil Game Show, target met at every stop. One personalised Mission Pass printed per fan, every event, with a tangible takeaway in the hand of every guest.

Marketing value

50% of registered fans opted in as marketable contacts, with a 64% email open rate post-event, first-party data piped live into The Pokémon Company’s CRM at every step, enriched with language, age band, Pokémon selection and opt-in status per fan.

Tour delivery

Three of the world’s largest pop-culture events, three months, three languages, same hardware kit, same platform, same connected experience landing identically with fans in San Diego, Mexico City and São Paulo.