What Event Marketers Can Learn From the Pokémon Go Explosion
It may have only been on the gaming scene for a few of months now, but the unprecedented popularity of Pokémon Go made it a monumental success for location-based augmented reality. It fast became a global phenomenon, with projections suggesting it will continue growing.
The GPS capability on the user’s iOS or Android device is what makes it possible to locate, capture, battle and train the virtual Pokémon creatures. Pokémon appear on the player’s smartphone screen as if they were in the same real-world location as the user. With bars and restaurants paying to lure Pokémon into the vicinity in the hope of attracting crowds of gamers, companies are cashing in on the world’s fixation with Pokémon Go.
So how can the success of Pokémon Go influence your event marketing strategy? Today, we’re looking at how the principles of the phenomenon can be transferred into modern event-marketing tactics.
Creating Immersive Environments
Traditional marketing asserts the importance of a strong brand identity and engaging audience interactions, but with the array of technological developments increasing year-over-year, companies are seeking more creative campaigns.
Just like the Pokémon Go game, many brands are investing in multi-sensory technology to create immersive environments, allowing the audience to get fully involved with industry events. Not only does this reiterate the brand identity, but this revolutionary immersive experience is sure to capture the attention of the entire audience — so your company will have no problem getting recognized.
In a world where the current mania is constantly evolving, choosing flexible exhibition trailers for pop-up events means you can ensure your next marketing exercise is giving your audience what they want — taking your business on the move and popping up in areas your brand is most likely to be recognized.
Appealing to the Millennial Consciousness
Most millennials can hardly remember a time before the Internet, with the majority of people under age 25 reportedly spending an average of 25 hours a week online. More and more millennials are avoiding the traditional outbound marketing techniques and instead accessing informative, authentic content online. Content sharing by millennials will in turn make money for the responsible company, and the same principles apply in the augmented reality of Pokémon Go. In this game, players can share information about local Pokémon hotspots with others via social media — which draws crowds to particular neighborhoods and therefore generates more business in that area.
Merchandising Products That Are in Sync With Trends
With any popular trend, a spectrum of branded merchandise is sure to follow, and there’s a reason why — the public loves snatching it up. Amidst all of the companies adding Pokémon twists to their products, restaurants in particular have been offering players special promotions, advertising the Pokémon located in their establishments, posting signs welcoming Pokémon Go players or content featuring Pokémon-related items. Ever since taking this approach to the Pokémon Go craze, restaurants have reported a dramatic increase in sales — proving that products tailored to suit popular trends can have a dramatic impact on the success of your marketing campaign.
While the longevity of the Pokémon Go game is yet to be determined, it’s clear that the underlying principles of the game are here to stay. Pokémon Go might blur the boundaries of reality and virtuality, but the concepts are undeniably real. So why not cash in on the phenomenon? Level up on your event marketing tactics today!