In case you’ve been living under a rock for the last 3 weeks, an app called Pokemon Go was released July 6th in the United States. Pokemon GO is built on Niantic’s Real World Gaming Platform and uses real locations to encourage players to search far and wide in the real world to discover Pokemon. Pokemon GO allows you to find and catch more than a hundred species of Pokemon as you explore your surroundings. The app has quickly caught fire, as at one stage downloads surpassed Tinder on Android devices, with 60% of US downloaders using it daily for around 43 minutes. It has more active users than Twitter…Twitter. Read below to see what marketers can learn from Pokemon Go:
Nostalgia sells –
Millennials were at the target age for Pokemon when the original trading cards and Gameboy games came out. Millennials love their phones, so they were the first group to download the game. Nostalgia sells, and it hit this group like a wrecking ball. Instantly, millennials were hooked because it was bringing back memories of childhood, of a simpler time.
Good timing –
The game was released during the summer, when kids are out of school and free to do whatever. People are looking for an excuse to be outside during this awesome weather, what better timing than to release an app that requires you (essentially) to be outside to play.
There is a huge social aspect to this game. No one wants to be left out, so people who weren’t even into Pokemon as children are still reaching to pick up the game to play. This is a classic example of word-of-mouth having power.
Low learning curves lead to higher adoption rates –
Another component of Pokémon Go’s success is its low learning curve; despite having no formal tutorial or instructions, it’s pretty easy to pick up the basics of the app. You can dig deep into researching the mechanics of the game, but all you have to do to play is walk around, look at your phone occasionally, and stay alert for phone vibrations (which indicate a Pokemon has appeared). Well-designed websites, eCommerce platforms, apps, and products are ones that welcome new users with open arms and make it extremely easy for people to get involved, which is a lesson you can learn from breakout social media apps like Instagram and Snapchat, too.
Augmented/Virtual Reality is the future of marketing engagement –
If you had any doubts, they’ve now been answered. Smart phones are sophisticated enough to make this type of technology accessible to the general public. And, like other technological advances, once an audience becomes accustomed to a certain level of sophistication and personalization in marketing, that’s what they come to expect. Any lesser experiential engagement tactics will seem lackluster in comparison.
With the new AR trend, brands can hop on this train and think of ways to utilize AR. Utilize Pokestops to bring in new customer perhaps. Of course if you need any additional help with your marketing strategy or help getting started, we at SYN3RGY are here to help.