See that large gang of youths over there huddled around their phones? Should you inform the local authorities? Or see this as an opportunity to convert them to customers? The truth is, they’re probably just a group of Poké-Trainers, or potential customers, catching their umpteenth Zubat. They’re part of the latest mobile gaming phenomenon, Pokémon Go. If you’re a retailer and don’t know what all the fuss is about, where have you been the last week? Hop on the AppStore and download the
app right away, as this cultural revolution may just be the most unexpected new way that retailers can attract customers in years. All those Pokémon trainers traipsing the streets glued to their phones are potential customers, and as the Pokémon tag line goes, you may just be able to ‘catch them all’.
So how can retailers turn the Pokémon Go craze to their benefit? With an install base already bigger than Twitter (more than 65 million users in less than two weeks since launching), and those 65 million users already spending more time in the Pokémon Go app than on Facebook, this represents a huge opportunity for retail stores. Add to that the fact that the game itself is location-based, getting people off their arses and exploring the real world, and the benefits become clear. There is a potential audience just waiting for original brand interactions.
As with any new platform, the brands that are jumping on Pokémon Go early are experimenting with ways to leverage it to their advantage. But that’s half the fun. So, are you just going to sit there while those around you capatilise on the Pokémon grabbing craze?
A number of Aussie businesses have already jumped into the Pokémon Go furor. On its Facebook page, Woolworths recently posted hot tips to catch Pokémon in response to people finding the animated creatures in its supermarket stores. KFC, Oporto, TAB, MEBank and AirNZ are a few other local brands that have utilised the Pokémon Go craze in marketing plugs to varying degrees of success.
Here are four ways retailers can look to capitalise on the immediate success of Pokémon Go.
#1: You can literally ‘lure’ people towards you
All that Pokemon catching can mean that users run out of resources fast. And how do they refuel? Via PokéStops – location-based areas where players flock to in droves to refill their virtual backpacks. If there is one near your store, you may just be in luck, because these PokéStops have a special trick to attract people towards you in the form of ‘lures’. Drop a lure on one of these pins and the PokéStop will attract Pokémon for 30 minutes, and all those extra Pokémon mean extra people.
We have already seen this tactic being used to great effect. From Hilary Clinton running campaign events at local PokéStops (that’ll get the voters flocking), to Sydney Opera House dropping lures at lunchtime to attract people to its iconic steps. San Churro, an early retailer to move on the craze, set off lures last weekend and offered free Wi-Fi to take some of the pressure off of users’ mobile data allowances.
If your store is by a PokéGym, you may just be in luck, as these attract Pokémon trainers looking for a virtual battle. Why not host a gym battle yourself, using your channels to promote it? Finally, if you’re all out of luck without a PokéStop or gym anywhere to be seen, you can jump on the developer’s website and put a case together to get one near you – and enjoy the resulting leap in foot traffic.
#2: Reward trainers for dropping by
You’ve literally ‘lured’ them in, so now what? You need a conversion strategy to then get them spending in your store. This doesn’t have to be complicated, and can take many forms. Why not simply reward PokéTrainers who drop by with a small discount or a freebie on a purchase? You could even tie it into the craze itself. If it’s winter, hand out free gloves to keep those Pokémon catching fingers warm while out collecting. If it’s summer, offer people a place to get out of the sun.
You could even turn the Pokémon hunt into a competition. If you know that there is a rare Pokémon close by (keep an eye out on the app), challenge people that stop by to snap a creative photo of it. Whatever you do, be creative and have fun with it.
#3: Join in the conversation
You only have to look at social media in the past few days to see that the craze has taken over social conversations. Everyone is talking about it, and it’s not just the big media headlines, it’s also found its way into popular culture.
Jumping into a conversation can be tricky. When it’s done right, such as Oreo did at the Superbowl in 2013, there is no questioning how successful it can be. But when it’s done wrong, you can look like your dad at a disco.
There is no magic formula to joining the conversation – you just have to be original and authentic. Once you get over the ever so slight madness of the game itself, people are really playing it to have a little fun, so you should too. Look at what’s happening and try to poke fun at it in a smart way. Could you comment on how people are glued to their phones? About how middle-aged men are channeling their inner 10-year-old? Pick an angle, be real-time, use your channels to best reach the people that matter, and most of all, be entertaining.
#4: The game is always changing
As with any social platform, the ways brands can interact with it are always changing. Remember the early days of Facebook, when you didn’t have to ‘pay to play’? That’s the era we are currently in with Pokémon Go. But rumors are that this may not be the case for very much longer. Any social network that attracts millions of people will always look to monetise its audience, and Pokémon Go surely will be no different.
Pokémon Go developer, Niantic, is said to be researching the concept of sponsored locations within the game. If this happens, we could see many more opportunities for brands in the future. And although we don’t know how this will manifest, if the game proves itself at increasing footfall in retail stores and shopping centres, the makers could be on to a potential goldmine as local brands jump on to attract Poké-Hunters into their stores.
There are no hard and fast rules when a platform is this young, and as we further experiment with the nuances of the game, new ways to spark players’ excitement will undoubtedly emerge. It’s a new landscape – a literal frontier waiting to be conquered by smart brands.
James Griffiths is creative director at IdeaWorks, Sydney.