¿Cómo pueden Pokémon Go y el Moment Marketing beneficiar a tu marca? Ejemplos de esta estrategia a tiempo real

July 24, 2016 Back to blog

El Moment Marketing es la estrategia del universo de la mercadotecnia que destaca por la rapidez de reacción y por hacer que las marcas lleguen a los consumidores antes que cualquier competidor. Con el lanzamiento y posterior éxito de la nueva App Pokémon Go, volvemos a comprobar las consecuencias del marketing a tiempo real sobre nuestros productos, como ya se pudo comprobar con el viral video de la “Mamá Chewbacca”.

 

Pokémon Go ya ha alcanzado a Facebook o Twitter en tiempo de permanencia, debido a que sus usuarios gastan más de 40 minutos jugando con la aplicación. La App ha sido descargada más de 30 millones de veces. Con sólo una semana en el mercado, ya había conseguido que más de quince millones de Tweets hablaran sobre ella. Y si bien a algunos no dan su beneplácito para que se acuda a sus establecimientos a cazar estas criaturas, hay quienes han sabido jugar con el efecto contrario.

 

Otros que están en contra son los encargados de esta parroquia, que nos recuerdan que “Pokémon come and Pokémon Go but Jesus is for ever”.

Pokemon-Jesus

 

¿Cómo están utilizando las marcas el éxito de Pokémon Go en beneficio propio?

 

La novedad de Pokémon Go es que se juega en la calle. Gracias a la realidad aumentada conseguimos ver diferentes criaturas Pokémon en nuestro teléfono móvil, las cuáles hemos de cazar. Todo ello está ocasionando las reuniones y quedadas masivas de seguidores en diferentes localizaciones de ciudades como Tokyo, New York o Madrid.

Aunque en los últimas semanas se han oídos muchas afirmaciones negativas sobre la aplicación: que desafía la productividad laboral, que supone un elemento de destrucción de la cultura, que es una herramienta de control, etc., a continuación exponemos cómo este fenómeno viral se ha estado usando en estos días como reclamo para algunas compañías.

 

Ejemplos de Pokémon Go en Moment Marketing:

 

La cadena de tiendas Palacio de Hierro ofrece a sus consumidores conseguir descuentos en sus productos cazando Pokémon.

 

La famosa serie de televisión, Los Simpsons, tampoco ha tardado en sumarse a la fiebre PokémonGo. En este video publicado por la cadena Fox, Homer se encuentra con sus hijos Bart y Lisa en el zoo. Mientras los niños requieren la atención del padre, éste permanece impasible intentando hacerse con uno de los seres animados.

 

Hay quienes aprovechan para inventar accesorios. La prueba, este artilugio que sirve para convertirse en el mejor entrenador Pokémon. Sólo cuesta 8 dólares, y demuestra que hay quienes ven un negocio en cualquier situación.

Accesorio pokemon

 

En Tuenti también se benefician del éxito de la aplicación para invitar a los consumidores a pasarse a su marca.

 

La Biblioteca Nacional de España también informa a sus seguidores en Twitter de que son una “Poképarada”:

 

Diversas cuentas de la Policía en varios países también hacen uso del efecto Pokémon Go para concienciar a los ciudadanos, como ésta de Colombia:

 

 

Incluso las causas sociales aprovechan el fenómeno. Pokémon Go también sirve para denunciar la situación de los niños en Siria. La oficina de información de las Fuerzas de la Revolución Siria lanzó a través de Twitter una campaña para sensibilizar a la sociedad sobre la situación de lo más pequeños:

Uno de los casos más recientes lo encontramos en el club online de relaciones esporádicas MiAffaire. Con una sugerente imagen, desde la compañía animan a su público a cazar entre otras cosas los obsequios de un sorteo ofrecido a sus usuarios.

 

miaffaire

 

 

Pokémon Go y el marketing turístico:

 

Según Hotelsur, el juego explotará las llamadas “Poképaradas” en diferentes sitios turísticos. Los jugadores acuden a ellas en busca de premios. El negocio que se pretende explotar no es otro que el de las localizaciones patrocinadas. Así, los establecimientos podrán tener su propia “Poképarada” previo pago, o se podría insertar publicidad en las que ya existen. Hotelsur afirma que para los negocios de hotelería y restauración esto podría suponer una nueva vía de promoción. Imaginamos que de hacerse, sería algo así:

 

Los destinos turísticos han encontrado un filón para explotar. Para muestra, este tweet que invita a viajar a la isla de La Palma y relajarse en vez de andar buscando Pokémon.

 

En cambio, en el Casino de Barcelona avisan de que hay una de estas criaturas en la puerta:

 

El Museo de Cera de Barcelona tampoco pierde su oportunidad de captar clientes con la misma técnica:

 

Por su parte, los restaurantes tampoco han tardado en apuntarse a la fiebre Pokémon Go. Si no, echa un vistazo a este menú fast food con la hamburguesa en forma de Pikachu.

Pokemon-Go_pikachu

Y en este bar, utilizan la pizarra en la que normalmente suelen apuntar el menú del día, para invitar a los clientes a pasar al interior:

¿Conoces algún caso más de Moment Marketing en el lanzamiento de Pokémon Go?

¡Ayúdanos a hacernos con todos!

 

 

 

 

 

 

Referencias:

http://www.hosteltur.com/117113_pokemon-go-abre-nuevas-vias-marketing-turistico.html

 

Social networks are crucial to knowing where our brand is going and how it will connect with audiences. Major social networks will continue to include new features on their platforms. Following, all the news that will mark the decisions of the brands in social networks this 2017.

[INFOGRAPHIC] Social networks 2017: Everything a brand needs to know in order to obtain an efficient marketing strategy
Read More

Knowing the latest trends in digital marketing will certainly help us establish actions or strategies applied to our business, which will give us greater visibility on the Internet. This will allow us to be able to capture more leads, customers, and ultimately get more sales. 2017 is already here, and with the new year there […]

20 essential news about Digital Marketing for 2017 that every marketer should know
Read More

There exists a phenomenon in the way our brain functions that helps us improve our strategy, like building and reinforcing our audience. Following are a few of them.

[INFOGRAPHIC] Basic psychological concepts to better improve our marketing strategy
Read More

Despite new technological innovations, television continues to maintain its position.  

[INFOGRAPHIC] Television: The medium with the highest return on investment
Read More
[INFOGRAPHIC] The Christmas consumers: How is our behaviour during this peak season towards the brands?
Read More

Christmas is arriving earlier and earlier each year. And while the days on the calendar tell us one thing, advertising puts a lot into it so that up to two months before we are already thinking about gifts, ornaments, last minute purchases and returning home for Christmas. We can say that ads are an inherent […]

The Perfect Recipe for Christmas Ads: Special Top Ten Christmas Commercials of 2016
Read More

E-commerce is the buying and selling of products or services via electronic media such as the Internet. This allows us to be able to collect a series of e-commerce data concerning sectors, gender and meteorology. The latter affects (and much) to purchase decisions online users as to the operations of the companies.

[INFOGRAPHIC] What e-commerce data affects to purchase decisions?
Read More

The marketing campaigns for holidays such as Halloween or Christmas, as well as for events such as Black Friday or Cyber Monday are happening earlier and earlier every year. In cities like London, during the month of August we can begin to buy Christmas products in the main shopping centres.   Black Friday and Cyber […]

Black Friday and Cyber ​​Monday, and how to get a head start of Christmas shopping
Read More

Both events produce a special mood around Christmas, causing more publicity, shopping and the Christams spirit itself to arrive. Thanks to this, selling becomes easy.

[INFOGRAPHIC] Black Friday & Cyber Monday: An important shopping event both inside and outside the U.S.
Read More

When selling online, it’s essential to take into account the seasonal factor. The different times of the year are accompanied by corresponding climate traits: cold, rain, and snow in the winter, and hot temperatures in the summer. But, can we be sure this always occurs? What happens if we have a fairly warm winter like […]

What meteorology and seasonal influences (among other events) eCommerce?
Read More

Infographic: Multiplatform campaigns. The new way of reaching the consumers.

[INFOGRAPHIC] Multiplatform campaigns: The new way of reaching the consumers
Read More

Infographic: Current status and usage of social media.

[INFOGRAPHIC] Current status and usage of social media
Read More

Cognitive biases that influences the mind of the consumer.

[INFOGRAPHIC] Neuromarketing: Cognitive biases that influences the mind of the consumer
Read More

Tips on how to achieve horrifyingly great results.

[INFOGRAPHIC] How to incorporate Halloween into our marketing strategy?
Read More

Up until recent times, we have been watching TV and when the commercials air, we take the opportunity to do things like go to the bathroom or go running to the fridge to get something to drink. Today, it all has changed. Our tablets or mobile phones are with us at all times. Even when […]

TV Sync: A channel with immediate interest from the viewer.
Read More

The content that is streamed does not substitute traditional TV, it is complementary.

[INFOGRAPHIC] Traditional TV vs. TV Streaming
Read More

Internet, one of the greatest winners (after television).  

[INFOGRAPHIC] Global Ads Spend: Summary of 2016 and forecast of 2017
Read More

Real-time Moments of Sync: great opportunities captivating the attention of the TV viewers.  

[INFOGRAPHIC] Real-Time Moments of Sync
Read More

Until relatively recently Halloween was best known as an American tradition, but it seems that many Brits are now firmly digging their claws into the hubble bubble holiday. As the month of October starts, we are likely to witness the preparations and signs of Halloween all around us — people dressed up in costumes, candy […]

Are you prepared for Halloween 2016?
Read More

This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, […]

What is Moment Marketing (and what is not)? Steps to carry out your Moment Marketing Plan
Read More

To make effective measurements of our campaigns that tell us whether we have reached the return of the deposit or ROI, the first thing we ask is what are the measurable elements in email marketing. When you send an email marketing campaign from a delivery platform, we automatically generate different data that can even be […]

Tips on how to measure the success of our email marketing campaigns
Read More

The summer and holidays are full of activities and events to attend. And the weather greatly influences what happens at this time. That is why our behaviours vary and so do the initiatives we take to perform certain activities and not others different. When it’s hot, we crave different things. Weather forecasts give us the […]

An Olympic summer: How can we take advantage of our brand during this season?
Read More

Back to school marketing and sales

[INFOGRAPHIC] Back-to-school: Marketing and sales
Read More

How to save time and money in your marketing strategy? Keep on reading:

[INFOGRAPHIC] 5 Revolutionary formulas to save time (and money) in a marketing strategy
Read More

Moment Marketing shows how the world is not independent of consumers.

[INFOGRAPHIC] Moment Marketing: Opportunities with our users in real-time
Read More

The Olympic Games have always been a place for brands. Like atletes, the compete with other companies to gain the attention of an audience, in this case, globally.

[INFOGRAPHIC] OLYMPIC GAMES: A place for brands
Read More

Multiscreen consumers are more observant than single screen viewers.

[INFOGRAPHIC] Multiscreen consumers: The most observant of all users
Read More

Steps to achieve success with your Moment Marketing Plan.  

[INFOGRAPHIC] Moment Marketing Plan: Steps to achieve success with your real time plan
Read More

The new trigger from Ad-Pure, TV Sync, lets you synchronize your online campaigns with your TV commercials.

[INFOGRAPHIC] Ad-Pure’s TV Sync
Read More

Moment Marketing is the strategy in the marketing universe that stands out by the speed of reaction and by doing so, the brands arrive to the consumers before any competitor. With the launch and subsequent success of the new App Pokémon Go, we clearly see the consequences of moment marketing on products, as you already […]

How can Pokémon Go and Moment Marketing benefit your brand? Examples of real-time strategies
Read More