San Churro and GPY&R Melbourne have capitalised on the success of latest mobile gaming phenomenon, Pokémon Go, to drive foot traffic to selected San Churro chocolaterias around the country. With Pokemon Go surpassing twitter in daily active users, this is a huge opportunity for retail brands.
At selected chocolaterias, San Churro set off Lures to entice players, potential new customers, to come through its doors.
These in-game items help attract extra Pokemon to the PokeStops (a physical location where a Pokemon could appear) right outside the chocolaterias’ front doors. There was also free Wi-Fi in all San Churro chocolaterias to take some of the pressure off of players’ mobile data allowances.
San Churro also rewarded players who dropped by its Fitzroy (VIC), Knox (VIC), Southbank (QLD), Northbridge (WA) and Gouger St (SA) chocolaterias with a free hot drink with any Churros purchase in store. A range of in-store posters and targeted social media posts helped to raise awareness of the initiative among players of the game.
Katrina Grant, head of brand & marketing at San Churro, said, “We’re big fans of Pokemon Go at San Churro and when our chocolateria managers started telling us there were PokeStops outside their front doors, we knew we had to offer something special to players.
“Just as Pokemon Go is bringing people together on their shared quest for Pokemon, San Churro has always been about bringing people together to socialise over a common bond – in our case, their love of our chocolate and churros.
“And what better way to battle the cold than with a traditional hot chocolate made with real Spanish chocolate or something from the award winning Fairtrade Certified™ and organic coffee range?”
Alex Horner, strategic planner at GPY&R, added, “We’ve spent the past couple of weeks watching the world fall in love with Pokemon Go and thinking of ways for our clients to embrace the opportunity.
“Driving footfall is a primary goal for all retail brands and with the use of Lures it seems like Pokemon Go could be a great, cost-effective way to get extra people inside stores’ front doors.”