Why Marketers Should Care About Pokemon Go

We’ve got so much on our plates that it’s easy to decide to ignore Pokemon Go.

That would be a mistake.

Less than a month after its launch in the US, Pokemon Go has more daily users than Twitter and more minutes of engagement per day than Facebook.

What’s more, Pokemon Go gives us a peek into an entirely new type of marketing—Augmented Reality Marketing.

To appreciate the marketing opportunities, you first need to understand the game’s basics. Drastically simplified, Pokemon Go players use their smartphones at real world locations to collect virtual Pokemon, gather items that help them in the game (at Pokestops), and fight opponents (at gyms.)

Businesses are leveraging Pokemon Go to drive brand awareness and customer traffic.

• McDonald’s became the first official sponsor of the game, paying to have Pokestops or Pokemon Gyms in each of their restaurants in Japan.
• Local businesses are buying Lures that attract Pokemon (and Pokemon Go players) to the Pokestop nearest them. Lures can be purchased for a few dollars an hour.
• Other brands are increasing their social media following by posting where rare Pokemon are located.

 
Even if the Pokemon Go craze fades, the next augmented reality game will arrive and the smartest marketers will be ready.

Sources: Daily Mail 2016, PC World 2016, SurveyMonkey 2016, TechCrunch 2016