Five things Pokemon Go tells us about the future of youth marketing
By Laurna Woods
Friday, 24 March 2017
Unless you've been living on another planet, the Pokemon Go craze is bound to have wandered onto your radar.
Whether it's from playing it, or simply reading about people getting so hooked on the game that they might have got themselves into trouble, you will have heard of Pokemon Go.
This mobile app became free to download and play last Summer, using a phone's GPS to monitor location, and augmented reality to bring up Pokemon characters on the screen at a location right in front the player.
Love it or loathe it, the game sky-rocketed Nintendo's value and opened a whole new realm of digital marketing.
So what can we learn from Pokemon Go? Well, there are some key factors in the success of this app which can be applied to any youth marketing strategy.
It has to be simple
There's no need for big budgets and huge advertising campaigns. A connection with people is enough. Making it easy for an audience to get involved, alongside some well-designed media - via a website, app or e-commerce platform - is enough for word of mouth to spread and a brand or product to go viral.
Rewarding loyalty gets results
You don't just want to get the market's attention - you need to keep it. Do so by rewarding a customer for continuing to invest in the product. Pokemon Go players get bonuses and incentives for levelling up, catching new Pokemon, and even walking. Users are left craving more of the action after the thrill of an intense battle, or the discovery of a rare Pokemon. Offering the consumer something in return for his loyalty is key to success.
use an agile and appealing platform
Choose a digital media which allows you to stand it up quickly, test it, and get it out to customers. The emerging generation is all about augmented reality and virtual reality technology, so this game embraces a media which is normal for kids growing up today. It has shown itself to have an easy interface and accessibility everywhere.
If it's not fun then forget it
Brands which have an element of fun always rate highly with 18-24-year-olds. But it's worth noting that this age group also look for brands which help them save money, or makes their life easier in some way. There's no doubt that the fun element will be the first to catch the attention of a young market. So whatever you are pitching, if it has a lighter side, emphasise this in your marketing strategy.
Sharing will get them caring
Millennials can't take a walk down the street without sharing it on social media. So making your brand or product something they can shout about online is a must. A game is just one suggestion. Adding a picture element to go along with the craze for selfies is another. Whatever you do, make sure the market is able to access share buttons to support your campaign on Facebook, Twitter, Snapchat, YouTube and Instagram - the most popular social media for this age group.
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