Three Lessons Marketers Can Learn From Pokémon GO

Three Lessons Marketers Can Learn From Pokémon GO
SHARE
THIS



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:

  1. 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.

  1. 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.

  1. 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.

 

Please login with linkedin to comment

Choice Hotels james new John Dawson pokemon go

Latest News

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon
  • Media

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon

MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]

by B&T Magazine

B&T Magazine
Adam Suckling Steps Down As CEO Of Copyright Agency
  • Media

Adam Suckling Steps Down As CEO Of Copyright Agency

Copyright Agency today announced that after six years as CEO, Adam Suckling has decided not to renew his contract for a further three-year term. Mr Suckling will leave the organisation in February next year, ending a very successful period of leadership of the Copyright Agency.

The Australian Bureau Of Statistics Teams With UM To Launch National Census
  • Campaigns

The Australian Bureau Of Statistics Teams With UM To Launch National Census

The Australian Bureau of Statistics (ABS) and media agency UM have launched one of the most complex media communication assignments in Australia, the 2021 Census. The campaign is designed to support the ABS achieve a 95 per cent participation rate across the country with the roll out across every household and all people aged 18 plus, monitored and followed-up by about 20,000 ABS staff. The campaign’s […]

What’s Next For Email Marketing?
  • Media
  • Technology

What’s Next For Email Marketing?

What's next for email marketing, you ask? Let's hope it's not a return to tacky chain emails with bad jokes.

by B&T Magazine

B&T Magazine
Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]