To turn virtual worlds into real traffic, you're going to have to engage your audience. In the case of Gulfstream Park, the incentive was clearly defined in the initial ad content: giveaways would be offered (every hour, which grew to every half hour, then every ten minutes as more more participants joined), lures would be defined (by Gulfstream Park) and special offers would be made available to players participating in the event. These are not difficult steps to take. In fact, with the exception of the lures, everything involved in this campaign was largely traditional marketing. Advertising Continue reading below One of the most fascinating features of Pokémon GO that I have commented on is the fact that it is one of, if not the first product on the market that truly transcends the SoLoMo (social-local- mobile) now obsolete.

This means that an effectively executed fax list campaign can reach users wherever they are (your reach will depend on the reach and length of a campaign), bring them together in a physical location, and allow them to both engage with the brand and with each other. But marketers should also be aware that it's not for everyone. Face your (augmented) reality Not all consumer-facing brands are ripe for a campaign incorporating Pokémon GO. It might seem like a must, especially when you consider the popularity and well-documented benefits of a grassroots organization, but for the campaign to drive positive results, it needs to make sense for both the brand and the players. As stated above, this is a game that can be played anywhere.

So, incentives matter as much as social when it comes to driving players to a particular location, but if those two elements don't seem inspired, then the campaign just won't work. Advertising Continue reading below Your location should match the theme of the game, and your prompts should appeal to the player's mindset. Without a good understanding of the product, the demographics involved and their interests (extracted from your audience data). Look closely at these elements before making an investment in this type of initiative. Conclusion 20 years ago, when Pokémon first took the world by storm, its player base was largely made up of children, teenagers, and young adults between the ages of 5 and 30.