The immediate stats are staggering. Pokémon Go has about 21 million active daily users as of July 2016. The average iPhone user spends roughly 33.5 minutes a day playing Pokémon Go. That’s more than Facebook (22 minutes), Snapchat (18 minutes), Twitter (18 minutes) and Instagram (15 minutes), according to Sensor Tower. The game also rakes in a whopping $1.6 million dollars in daily revenue.
The popularity of Pokémon Go indicates the public is more than ready for large-scale, user-based location engagement, which marketers can use as another important tool to reach their target audience and increase loyalty programs.
As a result of the initial buzz, it makes sense for marketers to seriously think about how they can apply the game’s platform for the benefit of their own mobile user engagement and branded experience.
Branded Mobile Marketing Experiences
Regardless of how long Pokémon Go lasts, it is clear that consumer engagement is the strategy being embraced to strengthen loyalty potential. There are plenty of well-designed websites and mobile apps today, but the most effective sites and apps cater to specific needs of their targeted users. In today’s mobile-driven world, these needs go beyond information to include an engaging experience that not only keeps them coming back for more, but it empowers them to share those experiences with friends and family.
In the case of Pokémon Go, users are willingly spending money on in-app purchases to enhance their experience. The takeaway for brands is that consumers are clearly willing to pay extra for goods and services if they receive content or experiences that meet their expectations, and the ones that do so will elevate their loyalty program potential.
One of the most popular ways brands are using Pokémon Go to drive foot traffic to their brick-and-mortar locations is by paying to be a sponsored location or “PokéStop”. To players, these physical locations are recognizable sites where they can visit to collect supplies needed for the game and gain points to move up through levels. But more importantly, players may find that they need some “supplies” in the real world too and make a purchase for themselves during their stop.
Social Media To Enhance User Engagement
Pokémon Go is a social experience. People all over various social media networks like Facebook, Instagram and Twitter are sharing screenshots of their Pokémon Go experience. Showing off their valuable Pokémon and where they found them is half the fun for some players.
For brands who want to leverage Pokémon Go but don’t want to pay for a sponsored location, social media is key. By posting images of Pokémon at your business on social media you will be able to draw more players to the location without making an in-game purchase.
Mobile Marketing & Augmented Reality
Augmented reality is bridging the gap between digital and physical worlds and making advertising and marketing an experience rather than just a sales pitch.
AR technology offers new ways for brands to interact with customers—a one-on-one personalized interaction between the shopper and the marketer. The data gathered from apps like Pokémon Go can fuel this customization. Brands that are implementing AR technology to their current mobile marketing strategies will be able to provide shoppers with loyalty rewards, offers and incentives that apply to their specific interests based on what they have already viewed or searched for.
As a second example, look for brands to leverage mobile, location-based marketing and even AR during the Summer Olympics in Rio. Major brands will leverage themed hashtags during events that encourage and invite consumers to participate in custom mobile promotions and games, all in an effort to increase mobile user engagement and loyalty. As an example, some companies may invite consumers to text a certain code each time U.S.A. wins gold during in an event, with a special offer sent back to them via SMS.
Although Pokémon Go is one the most prevalent examples of AR success at the moment, brands can expect to see more opportunities for mobile marketing within this platform in the near future.