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 could see with the viral video of “Lady Chewbacca”.
Pokémon Go has already outshined both Facebook and Twitter in time of usage, since its users spend more than 40 minutes on an average daily playing with the application. The App has been downloaded more than 30 million times. With only a week on the market, it had already gotten more than fifteen million Tweets about it. And while some are not that positive to hunting these creatures, there are those who have been able to play with the opposite effect.
— Luis Miguel Salgado (@LuisMiSalgado) July 24, 2016
Others who are against are in charge of this parish. Remember that “Pokémon come and Pokémon Go but Jesus is for ever”.
How can they have used the success of Pokémon Go brands self-serving?
The importance of Pokémon Go is that you play it in the streets. Thanks to augmented reality, we see different Pokemon creatures on our mobile phone, which we need to catch. All this is causing those huge meetings and masses of people in different squares of cities as Tokyo, New York or Madrid.
In the last few weeks we have seen many negative statements about the application: decrease in productivity, which is an element of destruction of culture, which is a control tool that it defies… Then we show how this viral phenomenon has been used these days as a lure for some companies.
Examples of Pokémon Go in Moment Marketing:
The clothes chain Palacio de Hierro offers its consumers discounts on their products, hunting Pokemons.
— El Palacio de Hierro (@palaciohierro) July 16, 2016
The famous TV show, The Simpsons, has not delayed in joining the Pokémon Go fever. In this video posted by the Fox network, Homer takes his children Bart and Lisa to the zoo. While the children require the attention of the father, Homer prefers to keep busy catching them all.
There are those who take advantage of the app by creating accessories for it, this cover serves to become the best Pokémon catcher, in an easy way. It only costs $8 and shows that there are those who see a business in any situation.
Tuenti also is benefiting from the success of the application by inviting in the consumers who are passing by.
— Tuenti Perú (@Tuenti_Peru) July 22, 2016
The National Library of Spain also advises their followers on Twitter that they are a “Poké Stop”:
— Biblioteca Nacional (@BNE_biblioteca) July 22, 2016
Various police troups in several countries, also make use of the effect Pokémon Go has to raise awareness to their citizens, an example is Colombia:
— Policía de Colombia (@PoliciaColombia) July 23, 2016
Even social causes take advantage of the phenomenon. Pokémon Go also serves to denounce the situation of children in Syria. The Revolutionary Forces of Syria Media Office launched through Twitter a campaign to sensitize to the society the situation of it:
— إعلام قوى الثورة (@RFS_mediaoffice) July 20, 2016
MiAffare, an online portal to meet adults also has a new ad related to Pokémon Go.
Pokemon Go and tourism marketing:
According to Hotelsur, they will exploit the so-called “Poké Stops” in different tourist sites. The players come to them in search of prizes. Hotelsur says that for the business of hospitality this could pose a new form of promotion. We imagine having it, would be something like:
— ♡ Liz ♡ (@La_Lizeth) July 23, 2016
Those tourist destinations have found another market to exploit. For example, this tweet that invites you to travel to the island of La Palma and relax in instead of walking around looking for Pokémons.
— Lost in la Palma (@Lost_in_laPalma) July 24, 2016
In contrast, the Casino of Barcelona has informed that you can find one of these creatures outside their entrance:
— Casino Barcelona (@CasinoBarcelona) July 22, 2016
The Wax Museum of Barcelona does not lose its opportunity to attract customers with the same technique:
— Sabrina Rodríguez (@sabrinarguez) July 24, 2016
For their part, restaurants have also targeted people who has caught the Pokémon Go fever. If not take a look at this fast food menu with a Pikachu shaped hamburger.
And in this bar, the blackboard that usually consists of the daily menu, now invites customers to move inside to play:
— FedericoCasadoReina (@FedericoCasado) July 19, 2016
Do you know any events related to Moment Marketing regarding the launch of Pokémon Go?
Help us to catch them all!