It’s been less than a week since the release of Pokémon Go and it’s already taken the world by storm. If you haven’t downloaded the app and played the game (what are you waiting for?), here’s a quick recap: The basic premise is to get out and explore the world while catching adorable creatures called Pokémon. Through the magic of augmented reality, Pokémon appear as if they’re hanging out in your neighbor’s yard, a public park, or even at the grocery store. Pokéstops set to real-world locations let players gather in-game items and even catch rare Pokémon.
The game is creating a sense of community and impromptu gatherings in the most unlikely of places, engaging people of all ages and backgrounds.
While there aren’t opportunities to apply your own brand to the official Pokémon Go (yet…you never know!) you can apply the inspiration behind the game to your next brand experience and create unlimited engagement and amplification among your players—oops, attendees. Whether you are looking to simply apply best practices inspired by Pokémon Go or create your own version of the game, here are our simple steps:
Reel them in with a good story
When planning your brand experience, focus on a story as part of your messaging. The story needs to be something engaging and authentic to your brand or organization. Pokémon Go is popular because of the great storyworld it lives within: From the adorable Pokémon to the rules and systems throughout, Pokémon has captured the imaginations and emotions of players for decades. Marketers should look to create a story for their brand experience that evokes emotions and engages imagination as well.
Take advantage of technology
Technology integration is critical and is also part of what has led to the initial success of Pokémon Go. It utilizes players’ personal mobile devices and uses existing features like geolocation and augmented reality to make the game come to life in an extremely personalized way. Museums, companies, and more are already jumping on the bandwagon, using the popularity of the app to create buzz, utilizing in-game features and capitalizing on nearby Pokéstops set in the game to draw customers.
To give your experience a sense of adventure and create a modern twist on the traditional scavenger hunt, you could deploy beacons throughout your event and create various check-in locations for your attendees to “capture” some sort of branded digital token, layering in augmented reality to create a truly Pokémon Go-like experience.
A similar but simpler experience could be created within your event’s mobile app. Either option is a great way to get people to explore areas of the show floor, educational session, and even different parts of your host city—and could help maximize your sponsors’ exposure.
Create a little friendly competition
At the heart of Pokémon Go is the good-natured competition it inspires as players join teams, challenge each other in gym battles, and share their catches on social media. A little bit of gamification can go a long way in creating a fun and engaging event environment. Using your technology integration, event attendees could compete for points, prizes, or other special VIP perks. Post standings to a prominent digital leaderboard and watch the excitement come alive!
As you look to increase the fun factor at your brand experience, consider taking inspiration from the hottest app on the market. Just make sure you create a safe environment, ensure attendees know if and how you will be collecting data from their participation, and please remind them to keep their heads up and pay attention to their surroundings!
Do you have any other Pokemon-Go inspired ideas for events? Tweet us!