This is not about Pokemon go
Really? You thought we were gonna jump on the bandwagon and write about the latest mobile app sensation? That’s called click-bait (in this case read-bait) and we won’t partake in such brute behavior. This is a serious column about advertising and we just won’t talk about how this mobile app has already passed apps such as Twitter, Pandora Radio, Spotify, Netflix and even Snapchat.
No, we won’t say how this is actually the new face of mass media. Actually more effective than mass media, because you have a desired target completely engaged. According to Silicon Angle “Among those who have downloaded the app there’s no competition at all for daily time spent in the app, with users now using it twice as often as Facebook and four times more often than the next most popular game by playing time, Slither; it has also overtaken Candy Crush as the most played mobile game in history.” Not a chance!
But seriously, it is truly frightening living with this advertising/marketing filter from which we look at our daily lives and seeing your teenage son walking miles and miles with his face glued to the mobile while there is zero, I mean zero brands engaging him in this experience. What used to be the challenge for brands seeking consumer attention? Other brands? Personal time? Sleep? Get this, the non-consumer consumer is here and he/she has even more limited time to engage with your brand. The competition for brands trying to catch consumer attention is now…drumroll…mostly media free. Brands must now be more strategic and throw away the good old marketing plan playbook. But have no fear, Google is here.
Yeap Google! If you have seen your kid play the game or you have actually downloaded the app purely for marketing research purposes! Wink, wink…you will see that the basis of the game is a map…you got it google maps. Brands can tap into their digital media gurus, google certified bunch and attract traffic to stores or events playing a more active role in the game itself instead of failed gaming marketing where brands are actually disrupting the experience negatively. According to Marketing Week, “Google is a major shareholder in Niantic and Niantic is a spinout from Google Maps. So Pokémon Go will have the Google advertising model and that means it can scale revenues very quickly, as it’s so established among marketers.”
Locally, the pokemon go egg (Not a huevo. Actually an achievement in the game.) goes to Coca-Cola. In their Instagram account (@cocacolapuertorico) they invited followers with a great hashtag #refrescalaaventura to their Pokestop in Old San Juan, where they had charging stations. This was done in collaboration with Karolyn Gibson, who came up with the first Encuentro Pokemon. Great example of seamless integration of the brand as they were invited into the community by an accepted member of such community. This is the new brand behavior when contacting consumers.
An option for brands who insist on a traditional approach may be to focus on their super consumers. Super consumers are defined my Harvard Business Review as “roughly 10% of the consumers who account for more than 50% of the profits.” Super-consumers are mor likely to pay more for special packages, experiences and extras. A possible approach to tap into this target is to redirect marketing budgets more towards a specialized medium of communication such as text messaging, Facebook messenger or email blasts and create content focused towards their loyalty, insightful use of product and a call to action towards aggressive point of sale engagement.
Is this a game that actually mimics the new marketing paradigm where you are told where the target is but brands must have a pokeball of sorts composed of research, branding, social, digital, POS activations, experiential and truly non-traditional efforts to catch the attention of the desired target? Only one way for brands to find out. Download this new marketing paradigm and get in the game!