The lures are reasonably priced, so it wasn’t a huge outlay for any of the people who tried it, and some of them saw great results. Rather than waiting for the partnerships and setting up official sponsored locations, some savvy entrepreneurial spirits have been buying ‘lures’, which draw a number of Pokemon to a single location, and leaving them for other people to catch. Some local businesses have already been using the app as a marketing tool by thinking a little outside the box. Then they can access exclusive offers, and hopefully spend money with the brands involved, whether it’s a clothes store or a restaurant. The idea is that Pokemon will appear at their selected location, and draw users there. The company behind the game, Niantic, will start allowing brands to sponsor locations. The game is currently making money purely from in-app purchases, but that’s soon going to change. The app itself doesn’t have any ads displayed in the traditional sense, and there’s no inventory for banners for advertisers to purchase. They are the demographic most blind to banners, as well as the highest proportion of those that have ad blockers installed. What makes this so special? Well this group is particularly difficult to reach through traditional marketing avenues. People of all ages have been downloading the app, but a really large portion of them are in the 18-24 age bracket. There’s something else about this audience that has made marketers pay attention too.
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This means there is a huge, engaged audience out there, so advertisers need to figure out how to reach them. The average user spends more time per day using this app than any other, including the big hitters like Facebook. It’s not just downloads, but the engagement is staggering too.
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It shot straight to the top of the app store charts on both Android and Apple, and just 7 days after it’s release it had over 20 million users active in a single day. The Pokemon are pinpointed on a real world map, and when you get to the location, you use your camera to see them in the ‘real world’ via your phone screen, and catch them.Īll very well, but what does this have to do with marketing? Well, the app itself has been breaking records all over the world since its release.
It’s innovative, in that it uses Augmented Reality (AR) effectively, as well as taking a cherished franchise and putting it in the hands of millions of smartphone users. It’s Nintendo’s second release on mobile, based on their ever popular franchise about catching and collecting Pokemon, the small, fictional creatures. Since being released just a couple of weeks ago, Pokemon GO has taken the world by storm. How Pokemon GO and Augmented Reality are changing marketing
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