If you haven’t heard of the global phenomenon that is Pokémon Go by now – then you may be living under a rock. This free augmented reality game is taking the world by storm, with people posting their activity on social media, and sharing advice on how to catch the best Pokémon.
The game sends players out on a real-time hunt for Pokémon in their area, creating a user experience unlike anything anyone has ever seen before. What seems relatively simple as a concept, has led to incredible results, and lessons that marketers can effectively use to improve the efficiency, and success of their experience-based marketing solutions.
1. Partnerships are Important
One of the most interesting factors to note about Pokémon Go, is that while some Pokémon appear near to players, others appear naturally at businesses that have entered into partnerships with the game developments – leading to certain companies being featured for vital gaming events.
Companies that have the foresight to engage into partnerships with new and innovative companies can take advantage of their experiential marketing techniques and events, while additionally using those partnerships to improve the value of their own marketing efforts.
For instance, if you create an event that includes partnership with numerous different companies, the amount of people you target will automatically increase. What’s more, you can make use of additional sources of creativity designed to engage your audience members.
2. The Online and Offline World Can Connect
Pokémon Go is making tidal waves when it comes to combining the online and offline world. It’s forcing people to leave their homes and explore the world around them, while still ensuring they remain connected to the online world, and social media.
Marketers can benefit from taking the same approach to their campaign strategies. For instance, while an experiential event may take place offline – in the form of a pop-up shop, concert, or huge event, that doesn’t mean that it can’t be boosted by the presence of online features.
Connecting your offline marketing efforts with opportunities for online engagement, like social media sharing, online articles, and more can be a great way to boost your success.
3. Engagement is Everything
By now, the popularity of experiential marketing has helped to cement the importance of engagement and interaction into the minds of marketers across the world. However, some businesses have yet to take advantage of the engagement that this form of advertising can afford.
Pokémon Go wouldn’t be the success that it is today without the level of user engagement that it has inspired. If people weren’t talking about the game, getting involved with each other, and being forced to actively interact with the world around them in order to succeed at game-based ambitions, then the whole concept would quickly lose its appeal.
In the same way, whatever you sell, and whatever your marketing strategy is, you can’t be successful if you can’t find a way to engage your audience.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
