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Pokémon Go and How Marketers Are Using It

The Pokémon GO craze that has got kids and adults our playing?

Unless you have been living under a rock you surely must have heard about the latest Pokémon GO craze that has got kids and adults alike playing?

Pokémon GO is a location-based augmented reality mobile game which was released in July 2016. The game gets you to capture, battle and train virtual Pokémon, which comes up on the screen as though in the real world using GPS and the camera. It’s been the biggest selling game in U.S history according to surveymonkey.com

Within 24 hours Pokémon GO beat Supercell’s Clash Royale to become the biggest game of 2016 (measured by daily active users). Within three days of its release, Pokémon GO attracted more users than Twitter, and topped the App Store revenue charts, earning millions of dollars a day for its publisher, Niantic.

Niantic is an American software development company based in San Francisco and surprisingly it’s not the first time Nintendo, Pokémon or Niantic have released revolutionary games.

Nintendo brought us titles such as Super Mario Bros, Zelda, Tetris and Donkey Kong. The Pokémon Company had booming popularity in the late ’90s with their trading card game.

Niantic was known for developing the augmented reality mobile game Ingress so this was always going to be a good partnership.

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How Bussiness could use IT to market their businesses.

Since the release, there have been a lot of posts about the app, my favourite one talks about a marketing test that a coffee shop owned by Ad agency Huge’s took to get people to come to the store.

They placed “lure modules” around the store on to make Pokémon spawn more often in the area (each module costs as much as $1 for 30 minutes). The Coffee shop was also between two PokéStops (places where players can collect special in-game items).

Derek Fridman, Huge Atlanta’s group creative said:

“It created great impromptu conversations where people were coming in and just hanging out,”

On the second day of its experiment, after finding out that the game drained battery, they added 25 phone charging stations with the aim to increase the number of coffee they would sell. They hoped to make people stay longer and buy a cup of coffee while they were waiting to battle and top up their battery. They also offered a promotion where it gave a free steamed bun to who ever caught a Pokémon in the store.

Other businesses have also used Pokémon GO including New York pizzeria L’inizio Pizza Bar. According to CNBC its sales went up 75 percent over the weekend after they spent $10 on “lure modules”

Another idea in the pipeline is an optional companion Bluetooth wearable device called the Pokémon GO Plus which is planned for future release. The device will alert users when Pokémon are nearby.

A button on the front of the Pokémon GO Plus also lets you perform simple actions such as throwing a Poké Ball and catching Pokémon. It connects to your phone via Bluetooth and alerts you when Pokémon are nearby as well as events within the game.

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We here at MPH love the way people are using Pokémon GO to market their businesses.

Have you tried anything for your business or have an idea to test something like this? Leave us a comment.