Have you heard of Pokémon Go? If you login to your Facebook or Twitter account or even turn on a television talk show or late night program you will no doubt hear references to the new phenomenon Pokémon Go.

Chances are you have no idea what this is, what it means or why it is important.

What is it?

Pokémon Go is a location-based game that is a downloadable mobile app that was launched by Nintendo just 6 days ago. It has already increased the company’s value by $7 billion.

The app “uses augmented reality to place Pokémon characters in the real world for users to find and collect.” (AdWeek)

Here is the Wikipedia definition of what this app is all about:

“Players choose an avatar. “After creating their avatar, it will be displayed at the player’s current location along with a map of the player’s immediate surroundings. Features on the map may include a number of PokéStops and Pokémon gyms. These are typically located at popular meeting places, such as memorials, places of worship, parks, and tourist attraction. [Meeting places are in the ‘real’ world.]

“Players have to walk around in the real world to move their avatar in the game. Different Pokémon live in different parts of the world….When a player encounters a Pokémon, they may view it in either augmented reality mode or with a pre-rendered background. [On their Mobile Device.] AR mode [short for augmented reality mode] uses the camera and gyroscope on the player’s mobile device to display an image of a Pokémon as though it were in the real world. Players can also take pictures, using an in-game camera, of the Pokémon that they encounter both with and without the AR mode activated.

Players earn experience points for a number of in-game actions. As the player earns experience points, they will rise in level.”

There are more strategies involved in the game, involving levels and battles, but this gives you the basic explanation of what the heck this Pokémon Go is all about.

What does it mean?

Pokémon Go is a phenomenon. It has already been mentioned on Twitter over 6.6 million times, 59% of the mentions are by young men. Sunday, July 10 had peak mentions on Twitter of about 130,000 Tweets every minute around 10 pm.

This shows how important apps and interactive content can be related to just about anything and be an instant success. While we don’t know what exactly will catch on as a record setting idea, it means that when something does catch on the buzz can be tremendous.

Why is it important?

While you may not have an interest or even understand why someone would want to do this, the fact is Pokémon Go is basically an overnight sensation.

Are you going to give it a try?