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Pokemon Go & scope for brand associations: Ansible Report

18-July-2016
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Pokemon Go & scope for brand associations: Ansible Report

Ansible, the mobile marketing division of IPG Mediabrands has launched a special report on Why Should Brands Care About Pokemon Go.

Given that Ansible Mobile and IPG Media Lab have considerable experience with AR technologies and location-based experiences and their latest report highlights how this could be applied by brands to leverage the popularity of Pokemon Go.

Detailed Report as below :

Pokémon Go is a free-to-play location-based augmented reality mobile game, developed by Niantic and published by The Pokémon Company as part of the Pokémon franchise. It was released worldwide in July 2016 for iOS and Android devices. Pokémon Go has quickly become a phenomenon in less than a week.

The game encourages players to explore their cities, driving real world traffic for local businesses. A mass audience is falling in love with augmented reality (AR), opening the door for brands to leverage AR technologies to reach consumers.

Mercurial Rise

Pokémon Go was launched on July 6 and became a viral sensation with a week. The new mobile game leverages GPS and cameras on smartphones to simulate the Pokémon catching experience from the older games in the real world.

Scope for Brand Associations

Pokemon Go players must leave their homes and explore their neighbourhoods and cities, following a digital map that leads them to various characters and locations. Niantic just announced that they are willing to create in-game sponsorship opportunities soon. For now, the game is monetized by in-app purchases by users. Because the game gets users out into the world, there are marketing opportunities surrounding the game.

While the camera-enabled AR experience built around location services, creates the game’s most share-worthy moments as social feeds. Facebook and Twitter include almost non-stop screenshots from the game in the last week.

How can Brands Leverage

Brands without physical locations will have a tougher time capitalizing directly on the latest Pokémon craze. There would be more opportunities to get in front of Pokémon Go players through in-game ads or sponsorships. Moreover, this is a good time to think about ways for augmented reality to drive new opportunities for your brand. AR can be a great way for customers to envision your products in their lives and to launch digital experiences from signage or product packaging. What we can do now through a smartphone is just the beginning.

How can Retailers Leverage

The nature of Pokémon Go demands players go outside and walk around. Already, there are stores and cafes seeing a spike in foot traffic because their locations are hotspots in the game. The New York Times reported that one bar in Harrisburg, Va., has started offering discounts to Pokémon Go players on a specific team, while a tea shop in San Francisco offered a “buy one get one” deal to Pokémon Go players.

 

If one of your locations is lucky enough to be at or near an in-game hotspot known as a PokéStop and you’re willing do a little work and make a few in-app purchases, you can drive even more traffic and sales. L’inizio Pizza Bar in Queens used that strategy and boosted sales by an incredible 30%, spending.

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