5 marketing takeaways from Pokémon Go
In case you’re one of the three people in the world who haven’t heard of Pokémon GO, much of the game has to do with running around the city and finding Pokémon, items and “gyms” to train your little monsters.
The game has taken over social media globally, even though the app has only been officially released in the US, UK and Australia. Meanwhile in the UAE, Pokémon fans are downloading the game in one way or another. Nobody knows how long it will be until people are over this game, but one thing is certain, Pokémon Go has left its dent in the marketing universe, which is obvious when you look at the following.
1- AR has finally become mainstream
Pokémon Go has proved that this is the perfect timing to invest in AR. For years, brands have been trying to build AR apps and using QR codes but it seems that in those early days, marketers been coming at it from the wrong angle and with much friction. With few success success stories, it’s obvious to see six years after iButterfly was created that AR evolved into an accepted form of interaction, at least to the millennial crowd and not just a complicated technology popular in Japan.
2- AR can create footfall
While rumors of gamers stumbling upon thieves and attackers spread on the internet, many gamers are finding themselves welcomed to play and enjoy discounts and classic episodes of the popular cartoon series. Restaurants around the USA are cashing in on the Pokémon craze by facilitating meetups and using virtual tools to attract Pokémon. Restaurants can spend a little extra to buy a “lure” which brings Pokémon (and the customers who chase them) to their tables.
3- Brand experience is stronger than ever
Extending your brand story to mobile is a no brainer (assuming that you have taken storytelling as an approach to branding) There is no stronger brand engagement than gaming, especially if the game is faithful to your brand and what it stands for.
4- Innovation pays off
Pokémon Go’s impressive launch has energized an otherwise sluggish Nintendo, the Japanese video-game maker that owns a third of the The Pokémon Company. Since the app’s release Nintendo’s stock has surged more than 25 percent. This is the biggest jump in the company’s value since Nintendo started trading on Tokyo’s stock exchange in 1983, according to Bloomberg.
5- Always entertain
The combination of AR, social interactions and captivating gameplay is a recipe for putting gamers in a state of continuous flow. Challenging, rewarding users in an immersive experience can keep them entertained for hours.
Pokémon Go is a game and not a platform, that’s for sure. It might be a fad and users might not be interested in it in the near future but it wouldn’t hurt us as marketers to look at the case study as a learning. Whether your brand wants to jump on the bandwagon and use the hashtag, cater for the users or look at the success of the game as a lesson, there’s definitely something in it for you and many opportunities to seize even if we cannot “catch’em all”.