A phenomenon is sweeping the world in the form of a free app. The Pokémon Go app is in it’s infancy and already boasting download and registration rates that are crushing the Pokémon Store servers. Demonstration videos posted to YouTube on 7/7 have already surpassed more than two million views. Generations that completely missed the Pokémon movement are now being introduced to a goofy Japanese cartoon all because of it’s extremely addictive gameplay. So what is going on here?
Pokémon Go leverages location-aware gaming by detecting your GPS coordinates, mapping you and your surroundings through a Google Maps integration, and implementing augmented reality in your phone camera to “capture” tiny little monsters that you must physically walk to. But it doesn’t stop there…
There is a bizarre social (and no…not social media) component to this game. Because you must physically walk to monsters (called Pokémon) in a physical environment… the game is forcing people to interact with total strangers in a totally immersive environment. People are literally bumping into strangers as they converge, heads down, on a single point to capture a Pokémon. Businesses, churches, restaurants, and other areas of interest are now setting up “Pokémon” gyms (in app…but still physically)…where players can meet to train and battle their collection of Pokémon. Again, physical interaction…where a virtual world is the catalyst.
Last week, we pointed out that the connected world yearns to interact in a physical environment (here). It should be no surprise that the world’s hottest gaming app is pulling this lever to attract millennial gamers…and this is a trend that will only continue…
So where are the opportunities as marketers?
Partnership – Games and Apps that leverage augmented reality and localized experiences can only be enhanced through partnerships with physical entities (in this case…Pokémon gyms and Pokémon stops). Businesses should consider partnering with these apps to provide a physical meeting space for the gamers…in exchange for their gamers’ business. As mentioned many bars are popping up in the app as a place where gamers are welcome to waltz in and play the game (over a pint, of course).
Location-Aware Messaging – Some apps are looking for ad revenue. There is a huge opportunity for location-aware messaging to customers who you know are near your product. Waze has been doing this for years, by showing a business’ icon on the map if you’re on a road that approaches it. Think about doing this at a micro level. Imagine an app where the consumer is physically walking around…the app knows that they have been walking for a while and might be thirsty…and a notification alerts them, “You’ve been walking for a while, and must be thirsty. A drink machine is within 20 feet.” An icon would appear on the screen, of course.
Augmented Brand Placement – Even if you aren’t in the physical environment… insert yourself into the conversation. Perhaps you can sponsor a piece of virtual real estate where an app user can receive a branded badge…or can leverage brand assets in their augmented reality camera to snap their own pictures or videos. Snap Chat has done an excellent job with this type of feature.
Gamification – Whether you create your own app or partner with an external app… try to customize an incentive that drives traffic to your business. Think through special badges, bonus points, and useable digital assets.
The intersection between virtual and reality is emerging. Now is the time to insert yourself into this vast new world.
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