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Why these 3 industries should jump on the Pokémon Go train. Is your industry on the list?
Whether Pokémon Go has brought people closer together or farther apart is a question that may be debated for years to come. There is no debate, however, about its popularity. The app has been downloaded over 100 million times worldwide and the average usage time is 43 minutes per day, 13 minutes higher than WhatsApp and 20 minutes higher than both Instagram and Snapchat. A Pokémon Go hunt in Chicago brought more than 5,000 people together to ‘catch ‘em all’ and on Saturday July 23, 3,000 ‘trainers’ were ready to flock to Stanley Park in Vancouver for a Pokémon Go meet up (it got cancelled because special permits were needed for that many people).
There has already been a lot of talk about the sponsorship opportunities surrounding the game. John Hanke, CEO of the company that made the game, Niantic, has mentioned several times that sponsored Pokestops and Gyms will be a significant source of the game’s revenue. McDonald’s has become the first brand to officially partner with the hit game, making many of its 3,000 locations in Japan a gym for gamers to battle and conquer. The mega-brand’s sales in Japan have spiked 19 % this quarter, helping it make a profit for the first time since 2014.
The restaurant / quick service industry has been swift to utilize Pokémon Go to drive foot traffic and ultimately, sales. The following list includes three other industries that should jump on the Pokémon Go train and the rationale behind it.
This one is a no-brainer. In British Columbia, the smartphone penetration of people aged 18-34 is at a staggering 89 %. It’s no surprise that that age group is also the most likely to be looking at their smartphone in the park playing Pokémon Go. In the United States, T-Mobile, as part of its T-Mobile Tuesday, chose to ride the Pokémon Go wave by offering unlimited Pokémon Go data for a year to its customers. Telecommunication companies in Canada should consider sponsoring Pokémon Go and use it as an opportunity to engage avid gamers that are either existing or potential customers. One idea is that telecoms could organize Pokémon hunts in their free Wi-Fi hotspots around the city. To enhance the experience even further, the company could giveaway some gaming essentials like portable chargers or Pokémon gear. This would act as an authentic way of participating in the Pokémon Go fun that would benefit gamers and the brand.
One of the best parts of the Pokémon Go experience, many users claim, are that they find themselves walking around areas of the city they would not have normally visited. Building on this, tourism bodies, such as Destination BC or Tourism Vancouver, should jump on the opportunity to drive traffic to various tourist attractions or simply different areas of the city and province. For example, Tourism Vancouver could sponsor six lures or gyms around the city and provide a prize if a user visits every one. This is not a far-out idea: Check out how Portland is using Pokémon Go here.
In terms of individual tourist attractions, Pokémon Go can be used a couple different ways. If gaining foot traffic is the biggest need, an attraction could mirror what the PNE is doing and allow attendees in for free by showing the Pokémon Go app. If increasing engagement and memorability is of bigger concern, destinations such as Capilano Suspension Bridge and Grouse Mountain could drop lures in various areas or even incorporate live hunts (employees in Pikachu costumes).
3. Oil & gas
When price is equal, convenience is usually the deciding factor when choosing where to fill up the tank. What could tip the scales is an oil & gas company becoming the official partner of Pokémon Go, incentivizing the marginal customer to drive that extra five minutes for the sake of a rare Pokémon. Considering 40 % of all new vehicles will be sold to the 18-34 year old generation known as millennials, the same group that plays the most Pokémon Go, this seems like a logical partnership. Not only will this lead to an increase in fuel and perhaps convenience store sales, customers will drive away satisfied as well.
About Score Marketing Inc.
Score Marketing Inc. is one of Canada’s leading sponsorship authorities. Based in Vancouver, British Columbia, our company specializes in sponsorship sales and marketing – with primary focus on Canadian brands and properties. For brands, we help to build award-winning sponsorship strategies and activation programs that support business objectives and drive meaningful, measurable results. For properties, we help to secure amazing corporate partners (think corporate soul-mates), maximize the overall revenue-generation potential of rights-holders, and generate positive sponsorship results. www.scoreinc.ca