Whilst the Pokémon-GO interactive app may have some of us
begging to Pokemon-STOP there is no denying that the virtual
reality game reached a level of popularity that no one
(bulba) saw coming. The Oddish behaviours and
language (in case you were questioning our use of italics) of users
has made us Slowpokes here at Coleman Greig wonder what
all the fuss is about. We take a look at how Cleffa
businesses have used the fad to boost popularity with their
We've all heard about the game's success but if you
thought it seemed a little Farfetch'd, a total of
9,803 downloads were recorded within a two-minute time frame
according to the AppInstitiute (see the breakdown below).
Two minutes later, and Abra Kadabra, the creators
generated approximately $21,360.00 in revenue.
But the Pokemon-Go creators aren't the only ones cashing in
on this (poli) whirlwind fad. Australian and overseas
businesses have also leveraged off the app to attract more
customers. Social media genius, Woolworths, cleverly aligned
themselves with the app, posting helpful tips for customers before
releasing 'official' reports of Krabby sightings (see
Fast food giant, McDonalds, was also lovin' it as the game
was said to have increased of the number guests visiting
restaurants globally. So how has McDonalds lured them in? It is
reported that the food chain paid for approximately 3000 stores to
become "Pokémon Gyms" which saw flocks of trainers
attending the site to battle their Pokémon against other
gamers with the hopes of becoming a "gym leader."
Overseas animal Shelders also Exeddcute-d a
brilliant strategy that encouraged trainers to walk impounded
Arcanines whilst hunting for wild Pokémon.
So what can we learn from these businesses?
Use your playful side to build a connection – Engaging in
a popular fad such as the Pokémon saga demonstrates to your
audience that your business has personality. This reminds your
audience that behind the business, there are real people who enjoy
similar things to them.
Be creative – Woolworths, MacDonald's and Muncie
Animal Shelter all took the same concept, Pokémon-GO, and
aligned it with features of their business. To your clients and
consumers, business continues as usual but with a fun, engaging
Be topical – Incorporating current events, fads or
interests is a great way to stay in the forefront of your
audience's mind. Your audience will appreciate your efforts in
remaining up-to-date and may even expect or rely on you to update
them on developing issues.
Be appropriate – It is important to acknowledge that
every fad or craze may not be applicable to you, so choose one that
will compliment your business. For example a Funeral Home should
not be seen inciting users to catch Pokémon.
A recent report on ABC's 7:30 program explored an innovative use for targeted marketing data: for insurance and banking.
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