Pokémon Go Craze Makes It A Viable Marketing Tool
The Pokémon craze has just run wild, with 65 million+ users in the United States alone, having downloaded the game, within 7 days of the launch. To put that into perspective, Twitter is yet to reach that number in terms of its user-base. Created by Japan’s Nintendo Corporation, the game involves gamers walking around real neighborhoods, and shooting down virtual Pokémon characters which appear on the screen. Such has been the popularity, that the Apple and Android app stores have this game as the most popular download since its release. What is now means is, that the game is also a viable and option for small businesses to market themselves to customers.
Pokémon Go has already begun affecting smaller businesses like restaurants and coffee shops, in a largely positive way, by bringing in new customers. As an example, the L’inizio Pizza Bar in Long Island City in New York, has reported a 75 per cent jump in sales, ever since it activated a ‘lure module’ whereby virtual characters would be attracted to the store, and thus real users would be in the vicinity to visit the location of the bar. The manager of the outlet is known to have spent just $10 to have the virtual characters installed at the location.
Also read: Pokémon GO: Virtual And Real-World Concerns
The threat aspect
This ‘Pokémon Go phenomenon’ is here to stay, and not to miss, that it has implications in the industry. Names like Foursquare and Living Social Inc. might have more than a handful to deal with in this case, as they would need to think of an alternate solution, which the small businesses will adhere to for their marketing needs. This new culture of promoting via games like Pokémon Go promises to give rise to a different methodology of promotion, thus meaning more customers for Nintendo, which in turn pose challenges for new companies like Foursquare and Living Social.
A lot of the push that the Pokémon Go got as a game, and a marketing tool, is perhaps because of the nostalgia value. “People born in the 1980s and 90s, they grew up with this. It’s approachable and reassuring and that’s why it’s gone from zero to millions of users in just a few days,” explained Jeremiah Rosen, the Managing Director of creative agency called Reason2Be. He also mentioned in affirmation that many other brands like McDonald’s, Home Depot and the likes, will play into this new marketing culture.
While explaining the situation Christophe Jammet, Director of social media and mobile at DDG consultancy, simply said, “With Pokémon GO, you are seeing it as bypassing a lot of digital (marketing) channels that the brick and mortar shops have been relying on for the past few years,” after which he also added the one true fact about the Pokémon Go game, saying “There hasn’t been a geolocation social platform that can lure so many people all at once.” With people spending far more time on the Pokémon Go game than other social networking apps like Facebook, Snapchat, and WhatsApp, which points out to the aspect of engagement. If the users are engaged in anyway, it is likely that they will have their best attention span devoted to that area.
Image credit: adage.com
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