Pokemon Go and Innovative Marketing
Pokemon Go History
The Pokemon GO app craze has turned our streets and cities into the world’s largest scavenger hunt through the same technology that is used with Google Earth.
John Hanke, was the founder of a small company in 2001 called Keyhole Inc in California, which Google bought in 2004 and re-branded “Google Earth”. The tech giant wanted to keep Google Earth and Google Maps unbiased and free from commercial interests, which blocked many opportunities for further commercial development.
Then in 2010 Hanke headed a company called Niantic Inc that broke off from Google and soon released the mega-hit game Ingress. Ingress changed everything. Like a global game of capture-the-flag, two teams (The Enlightened and The Resistance) battled for control of “portals” located at notable or interesting landmarks across players’ cities.
At the peak of its popularity, millions of players fought for control of cities around the world. Ingress earns money through advertising and in-game sponsorship because business can pay to have their shop a landmark or “portal”, which lures players into their stores. On Wednesday Hanke told the Financial Times that sponsored locations are a possibility on Pokemon GO.
During this time, one of millions who jumped on the Ingress band-wagon and became a high-ranking player was Tsunekazu Ishihara. He also happens to be chief executive of The Pokemon Company, jointly owned by Nintendo, Game Freak and Creatures (of these, Nintendo is the only public company).
Started as a Prank
A Google promo video posted on April Fools’ Day, 2014, when showed people catching Pokemon in the great outdoors and instantly received millions of hits but was dismissed as a prank. However, the popularity of that video gave Hanke the confidence to approach the Pokemon Company, where Ingress-loving Ishihara was open to idea of collaboration, according to a Business Insider interview.
In future Pokemon GO will allow players to trade captured Pokemon. This will make it much more social and also potentially create a secondary market. For example, think of all those Pokemon cards still trading on eBay.
Pokemon Go side ventures
Naturally Americans are already starting Pokemon GO side-businesses. On July 7 a Silicon Valley startup registered the domain name pokewalk.com. This yet-to-be-launched service takes phones for walks to collect Pokeman and unlock higher levels for the phone’s owner.
Three weeks ago the idea of making money out of phone walking would have sounded preposterous. Now it turns out this creative and free app is a monster and already generating millions.
Marketing Open Houses with the Pokemon Go Fad
The app makes use of maps and also GPS to direct players to a Pokemon’s area. As soon as discovered, the animal will certainly then show up on the phone superimposed on to the real life. Can you imagine a tour of homes or marketing your listings with hidden rare and desirable Pokemon? I know it sounds silly… Most adults don’t subscribe to this latest fad quite yet. However, can you imagine how an augmented reality app like this could be used for fun events to help you market your listings? Or used as a Map Search to find homes for sale?
Can Pokemon Go increase traffic in local business? It could lead to huge crowds of hundreds of people– mainly grownups– arriving at areas as they chase after the virtual cartoon characters.
How the Game Works
Players browse to PokeStops, which are frequently regional landmarks, to obtain rewards. PokeStops can also be increased with “Lures” which bring in bordering Pokemon.
The best goal and also tagline is to “capture ’em all”. There are presently 151 Pokemon to gather– some harder to find compared to others– and as soon as caught players “train” Pokemon at virtual Gyms to end up being much more effective.
Many businesses could use these types of strategies to increase leads. McDonlad’s comes to mind with highlighting certain cartoon characters in their ‘Happy Meals’ that kids desire to collect them all. Dining establishments that want the business can spend less than $200 tempting hundreds of players determined to collect a Pikachu, Squirtle, Jigglypuff or Bulbasaur.
Quickly, any business could have the ability to get an in-game spots, practically guaranteeing foot traffic for as long as the Pokemon GO craze lasts. Another example. Chadstone Shopping Centre has actually “noticed a marked boost in consumers of any ages hunting Pokemon” as the shopping center includes 15 PokeStops as well as 4 Gyms, according to a Chadstone spokesperson.
There are rumors on Chinese social media app WeChat that Pokemon followers are flying right into Australia from Asia to roam around cities and also play the game.
It’s clear that Pokemon GO is superb for bring in foot website traffic. Going shopping malls, enjoyment parks, locations and also occasions can use it as part of their marketing methods. Shed Heaven dining establishment in Melbourne offers price cuts for clients with specific Pokemon, guaranteeing they spend money rather than just hanging around.
A Facebook poster advertising and marketing a unique event sold out of 600 tickets over night. The franchise bought seven $20 iTunes vouchers to pay for Pokemon Lure Modules, which set you back about $8 each and only lasted half an hour.
Where virtual reality allows someone to jump into a digitally-created world, augmented reality alters the real world to the point where the line between reality as well as fiction is obscured.
In Australia, the marketplace will generate an ecosystem of developers that are planning to aid companies capitalize on this new interface, just like Web as well as mobile app programmers have formerly, he added. I can see this type of interface popularity creating a number of new and innovative marketing ‘adventures’ for businesses to increase foot traffic.