Nintendo wanted to drive footfall and build hype around the Pokémon Summer Day Camp event, a free holiday event to be held in Toys'R'Us car parks at 20 locations throughout the country. Turner Media Innovations know that 94% of mums say their kids are involved in choosing a family day out. So they created an appealing 'Dress up as a Pokémon character' online competition, including tour info and Pokémon fashion tips. This was supported by TV spots, while the best dressed fans at events were snapped - and got to star on our dedicated microsite.
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