To generate buzz around its Eurostar Snap offering (a £25 one way ticket from London to Paris or Brussels), the train firm has tapped into the popularity of Pokemon Go and YouTube influencers.
YouTube influencer Ali-A was enlisted by brand experience agency Hyperactive in the hope of reaching his his 8.5m YouTube subscribers and his 1.8m Twitter. The 25 minute film helped Pokemon trainers hunt the rarest beasts in Paris.
Alex Hoyle, brand manager at Eurostar said “Hyperactive delivered us an original idea that has helped one of our most exciting products reach a completely new audience. They were extremely reactive to the challenge, delivering the campaign at pace and always with a smile”.
Andrew Casher, founder of Hyperactive said: “Snap is a new product aimed at a different audience for Eurostar which requires a fresh creative approach. Working with YouTubers to create relevant content hits our brief to drive advocacy and immediate scale while encouraging rail travel to Paris and Brussels”.