Nintendo’s first augmented reality (AR) mobile game Pokémon GO has captured the attention of gamers around the world. And now it is capturing the attention of marketers, who are eager to find ways to capitalise on the mobile phenomenon. Asia Pacific marketing director at Marketo, James New, shares his insights for marketers who can learn some valuable lessons looking to enhance their strategies.
Partnering with software development company Niantic, Nintendo’s new mobile app has rapidly changed the game on engagement, and curious marketers are asking themselves how they can take advantage.
Here are three ways Pokémon GO can fit into your marketing strategy:
- Develop a Laser Focus
Users of Pokémon GO are laser-focused on their objectives: catch wild Pokémon, level up, train, and evolve. The same type of focus should be used in marketing campaigns. Having a direct and focused vision on goals and objectives will help marketers identify which activities are needed to achieve them.
In the same way users will trade in their Pidgey candy to evolve their Pidgeotto with the highest CP score, ensure your funds are focused on campaigns that align with your key messages and present priorities.
- Incentivise and Provide Value to Your Buyers
Pokémon GO players are attracted to PokéStops; places where they can load up on Poké Balls, Eggs to incubate, and Pokémon attracting incense, helping them in the game. These places can draw hundreds of avid gamers to congregate in the hope of catching a rare Pokémon, as was the case in Rhodes.
Just as Pokémon players are lured to PokéStops, getting potential and current customers to interact with a brand requires providing them with incentives. These could include providing engaging content that adds value to their business or lives, or more complex initiatives like customer advocacy programs.
The needs and wants of audiences must be kept in the forefront of marketers minds, in order to understand how to help them in the most effective way possible. The revenue will follow.
- Be Contextually Relevant
The AR elements of Pokémon GO have been enhanced by its capability to use the gamer’s phone camera to position Pokémon in the user’s live environment.
The makers of the game have even gone so far to make Pokémon appear in environments that reflect their origin; sea creatures can be found near bodies of water, and plant creatures found near parks. Marketers should follow suit; there is no advantageous gain in advertising ice cream in the middle of winter.
Ensuring that your strategy is contextually and contemporarily relevant will enhance its success.