Nintendo’s Pokémon Launch
From Skepticism to Sensation
KTM led media tour logistics and secured top-tier coverage to introduce Pokémon to the U.S. market, turning initial skepticism into nationwide buzz.
The Challenge
When Golin partnered with Nintendo to introduce Pokémon to the U.S. market, they faced a unique challenge: the franchise was completely unknown in America and met with skepticism and confusion from media. While Nintendo was already a household name, Pokémon’s quirky characters and RPG format were unlike anything the U.S. audience had seen before. To generate excitement, Golin launched a nationwide media tour featuring a Pikachu-branded VW Beetle and a traveling Nintendo game expert. KTM’s Carrie Freitas was brought in to lead the charge in 15 of the 25 key markets, handling media tour logistics, targeted pitching, and on-the-ground press coordination.
KTM’s Solution
To legitimize Pokémon’s cultural significance, KTM developed a strategic media pitch leveraging its explosive popularity in Japan—positioning it alongside other Japanese trends that had successfully crossed into the U.S. This “Big in Japan” angle built credibility and curiosity among media. But securing high-profile morning TV and radio spots required outmaneuvering the competition. Carrie worked overnight shifts, personally calling and faxing pitches when newsrooms were quiet and producers were more likely to engage. The result? Unmatched media access and prime-time coverage.
The Results
KTM successfully secured at least one print, one live TV morning show, and one radio feature in every single market—often exceeding expectations with multiple TV and print stories per city. The Pokémon franchise went from unknown to unstoppable, igniting the beginning of a global phenomenon. What started as an obscure Japanese game became a billion-dollar franchise—and KTM was there at the very start, making sure the U.S. took notice.
Why It Matters
KTM doesn’t just pitch stories—we create cultural moments. By combining strategic media placement with relentless execution, we turned a skeptical market into a nationwide Pokémon obsession.
