Pokemon GO: Contagious, Why Things Catch On
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Pokemon GO: Contagious, Why Things Catch On
- 2. ● July 2016 ● Free-to-play ● Location-based augmented reality smartphone application ● Allows users to interact with various types of places and Pokemon characters
- 3. How did Pokemon GO have a successful social marketing campaign at launch? ● Innovation ● Nostalgia Aim is to drive social transmission and other components through content produced by users and businesses alike.
- 4. What STEPPS did Pokemon GO effectively utilize in their social marketing campaign? ● Social Currency ● Emotions ● Triggers
- 5. What you say, matters! ● Inner Remarkability - what makes it interesting ● Leveraging game mechanics - boosts WOM ● Make people feel like insiders ● Exclusivity
- 6. Focus on feelings Nostalgia - key emotion in Pokemon ● Care = Share ● Awe - surprise, unexpectedness, mystery ● Positive vs. Negative and Psychological arousal ● Exercise makes people share
- 7. Top of mind, tip of tongue ● Cues and associations ● Growing habitat via links ● Sustaining ongoing word of mouth ● Small talk - target audience environment ● Context
- 8. Esurance commercial utilized Pokemon GO’s popularity to increase brand awareness and by default became a link between not playing Pokemon GO while driving but still triggered users about the game Esurance is now a cue for Pokemon GO
- 9. ● Public ● Practical Values ● Stories Initial campaign efforts encouraged users, businesses, and content producers alike to indirectly contribute to the initial launch campaign therefore further marketing Pokemon GO
- 10. Monkey see, Monkey do ● Psychology of imitation ● Social Proof/Influence ● Power of Observability ● Advertises Itself
- 11. News you can use ● Useful things are important ● Help people help others ● Pokemon Go leveraged the aspect of fitness and mental health
- 12. Trojan Horse (Central Park Pokemon) ● Creating a narrative ● Stories carry information ● Easy way to talk about ideas and products ● Valuable virality
- 13. Word of Mouth ● Pokemon Go’s interest is driven by word of mouth “You’ll never guess what I caught yesterday” ● GPS integration provides an offline experience ● Human engagement occurring at PokeStops is a point of differentiation that has made the game addicting and a hot topic
- 15. ● How to bring back and retain users: ○ Continue what worked ○ Consistent marketing efforts and events ○ Utilize platforms and communities
- 16. ● Listen and converse with your users ● Instill “fear of missing out” ● Leverage businesses who help market your brand for you ● Continuous marketing efforts ● Use new content to drive viral sharing ● Market stories and new triggers
Editor's Notes
- Launch campaign
- Launched: July 2016, launched throughout the month internationally Pokemon Go is a free-to-play, location-based augmented reality smartphone application developed by Niantic, in partnership with Nintendo. The game allows users to interact with various types of places and Pokemon characters in real life.
- http://www.bbc.com/news/technology-36824737 Combined innovation and nostalgia to drive social transmission and other components through content produced by users and businesses alike.
- These are the main components Pokemon GO utilized directly in their social media campaign efforts - focus was put on developing social currency for users, use of triggers, and focusing on emotions, specifically nostalgia
- http://www.adweek.com/news/advertising-branding/one-brilliant-pokemon-video-swiss-city-instantly-became-viral-superstar-172814 Pokemon GO understood that giving users a reason to talk about their product would increase social currency - focusing on Inner remarkability - What makes something interesting? What makes it stand out? Getting outside, looking for different characters from the game, making a game seem like reality Leveraging game mechanics - people love to play the game, boast about accomplishments, brag to friends, work with friends/strangers - boosts word of mouth - built in metrics - can compete with others, gains points, share with other users - all while talking about the brand Make people feel like insiders - knowing about different Pokemon GO gyms in your area, working with Google to have Pokemon pop up in people's bedrooms, cars, houses - allowing Pokemon GO fans to feel connected to the game and characters they have grown up with - joining 1 of 3 teams people who download app and play and compete with friends feel included - causing people who were never into Pokemon to also download app and play - wanted to feel included
- Nostalgia https://www.sprinklr.com/the-way/pokemon-go-and-nostalgia-marketing/ Awe - Pokemon GO incorporates surprise and unexpectedness (finding new gyms and characters) and mystery - not knowing, puzzle, solving the game, playing the game itself is unknown - what comes next? Psychological arousal - high arousal - more likely to go out and do things AKA play Pokemon go - awe, excitement, amusement (humor) - nostalgia - versus - anger/anxiety (negative emotions) - both get people to share but Pokemon GO uses POSITIVE emotions versus Negative Nostalgia - users love thinking back to the times they used to play Pokemon and now they can do the same thing just via mobile application - getting people to FEEL emotion - technology helped Pokemon GO with emotion - easier to share, connect, find each other, coordinate Large aspect of Pokemon GO was the outdoor exercise aspect - getting people both physiologically aroused as well as psychologically aroused increased how much users shared Pokemon GO Emotional things get shared evoke the right feelings Positive VS Negative Emotions How does Emotion arouse the subject Exercise makes you share! When someone cares, they share Pokemon GO effectively used Nostalgia
- INNOVATION Link ideas and products, imprint your product into the minds of people. Utilizing the core function of the game, augmented reality, Pokemon GO linked geographic locations and landmarks in order to help users associate real life locations Pokemon GO effectively used product innovation to trigger users Give people the products, and they will talk about it instinctively The human brain learns by creating associations Cues - different geographical locations generated via GPS mapping - focusing on using everyday landmarks in users lives to generate cues to Pokemon GO Growing the habitat - what do people think about? Mobile App is huge aspect - everyone is always on their phones - using geographical landmarks - creating new links to stimuli - ex. Crowds of people at a national park - businesses using it as marketing tactic - reminding us daily Ongoing word of mouth - any time users saw different landmarks, crowds of people, people walking with phones out, etc. indirect triggers linking back to the way the game is played - environmental reminders for related concepts and ideas Triggers associated with the product that can fill conversational space - think about context - everyday environments of target audience Context - different time of day/year - Halloween example - releasing new characters, gyms, etc. - example - for Clark Students - Freud is a gym stop - see Freud and play game
- http://www.adweek.com/adfreak/dont-catch-and-drive-says-esurance-and-its-fun-cast-car-crash-pokemon-17324 Esurance leveraged Pokemon Go’s widespread notoriety to increase brand awareness about its own car insurance. However this also increased Pokemon GO virality by reminding people not to play when they drive, thereby triggering them Now - users see Esurance and think about Pokemon GO and therefore may pull out their phone and play
- http://observer.com/2016/08/why-niantic-didnt-need-marketing-to-make-pokemon-go-viral/
- http://www.adweek.com/news/technology/231-million-people-talked-about-pokemon-go-facebook-and-instagram-july-172891 http://www.adweek.com/news/advertising-branding/infographic-pokemon-go-could-be-what-farmville-never-was-successful-172626 Psychology of Imitation - Everyone downloaded the application -therefore, people who may not have has an emotional connection to playing Pokemon GO, will imitate peers and get involved - Make decisions on other’s behavior - if a large crowd forms outside a landmark - people want to see what is going on - users gathered all over the place in crowds and everyone followed everyone if your friends are going out to look for characters - you will too Observability - seeing everyone out and about looking for Pokemon, makes you need to go out and play as well - observable things are more likely to be discussed - the more public a product is, the more it can be observed - Advertise Itself - can see if people have caught certain characters - sharing successes on social media, businesses (back to triggers) - using Pokemon GO as a well to attract more business “Poke Stop” If other people are doing something, it’s probably good for you too Human tendency to imitate Make product accessible for people to see and use The fourth step is public, the more public something is the more likely people will imitate it, or monkey see, monkey do. Now, as corey has mentioned, Niantic did not actively leverage this aspect. However, it turned out for the better in the end due to the hype it had going in for being Pokémon related. Within the first month of launch, there were over 100 million downloads from google play alone. The picture you see on the right is in Chicago, this sight was not uncommon in big cities around the world where PokemonGO had launched. In Worcester, there were hundreds of players in elm park at all times, even past midnight. This allowed the game to advertise itself. Naturally, observing that many people playing PokemonGO, it had an effect to draw in curious people to try the game out. What Niantic could’ve done better is to have events to keep the hype going, the number of players peaked around two months in and has been slowly declining since, due to the lack of updates or new content.
- http://www.makeuseof.com/tag/playing-pokemon-go-improve-life/ http://www.pamelahazelton.com/life/6-cool-benefits-of-playing-pokemon-go/ http://www.friendshipcircle.org/blog/2016/07/21/5-benefits-playing-pokemon-go-autistic/ http://www.forbes.com/sites/tarahaelle/2016/07/11/five-ways-pokemon-go-is-actually-good-for-you/#294a2e6437b5 Useful things are important - friends telling friends where different characters are; different landmarks that are Poke stops/gyms - quick and easy ways to help people out Fitness/mental health - allowed people to have a reason to get out of bed, got people outside, brought people to national landmarks that had not been visited in such a large capacity in a long time - all because people wanted to help people play the game People like to help others Highlight the importance of the product, how can it help others Pokemon Go leveraged the aspect of fitness and mental health Moving onto the next step, which is practical values. People like sharing things that are important to help other people out. For example, if there was a special Pokémon that spawned in a certain area, people can rely on other players to point them in the right direction to go catch it. People also help out new players, by giving them tips on how to play the game correctly. Being an augmented reality game that requires players to travel and explore, it leverages fitness and mental health. For some, it was a reason to hang out with a group of people and play the game. For others, it was a reason to go to parks and museums. As a result of this parks and museums around the world saw significant increase in attendance rates. An improvement we feel that could’ve been made would be to reward players for helping others.
- http://www.cnn.com/2016/07/18/health/the-best-and-worst-pokemon-go-stories-trnd/ “A guy quit his job to catch ‘em all” Animal shelters using Poke GO to get people to walk dogs Meeting people - couples going on dates to catch Pokemon together People falling off cliffs Marines caught a suspicious man playing Pokemon GO Two people arrested for trespassing Horde of people running to central park to catch a pokemon All of these stories incorporate the content of Pokemon GO - connecting back the product - valuable virality
- https://www.socialbakers.com/blog/2617-pokemon-go-invades-social-media Offline experience is that is refreshing to players who are used to highly personal online experiences. Point of differentiation that has made the game addicting and a hot topic of conversation. Credible Targeted Objective Social Transmission is the building blocks of the entire stepps system
- https://www.similarweb.com/blog/pokemon-go
- http://www.marketingdive.com/news/after-pokemon-go-what-marketers-need-to-know-about-augmented-and-virtual-r/421133/ http://www.marketingdive.com/news/how-brands-can-leverage-the-pokemon-go-crazeand-what-they-can-learn-from-i/422773/ Comparing Pokemon Brand with Pokemon Go, it is clear that initially the campaign went viral. By September 29th the Pokemon Brand surpassed Pokemon Go, indicating that Pokemon Go is no longer considered viral in comparison to the pokemon brand
- -STEPPS Leverage holidays and what we constantly talk about in small talk to trigger the brand Instill Fear of missing out and market exclusive content for long-term users Bring back the nostalgia and expand upon the core product and values that drove the marketing initially Case Study- Pokemon’s 20th Anniversary Social Marketing Campaign: a hands-off approach
- http://www.marketingdive.com/news/after-pokemon-go-what-marketers-need-to-know-about-augmented-and-virtual-r/421133/ http://www.marketingdive.com/news/how-brands-can-leverage-the-pokemon-go-crazeand-what-they-can-learn-from-i/422773/ http://www.adweek.com/news/advertising-branding/best-ad-strategy-pokemon-go-might-not-be-what-you-think-172598 http://www.bbc.com/news/technology-36824737 http://www.adweek.com/news/advertising-branding/one-brilliant-pokemon-video-swiss-city-instantly-became-viral-superstar-172814 http://www.adweek.com/news/technology/231-million-people-talked-about-pokemon-go-facebook-and-instagram-july-172891 http://www.adweek.com/news/advertising-branding/infographic-pokemon-go-could-be-what-farmville-never-was-successful-172626 http://www.makeuseof.com/tag/playing-pokemon-go-improve-life/ http://www.pamelahazelton.com/life/6-cool-benefits-of-playing-pokemon-go/ http://www.friendshipcircle.org/blog/2016/07/21/5-benefits-playing-pokemon-go-autistic/ http://www.forbes.com/sites/tarahaelle/2016/07/11/five-ways-pokemon-go-is-actually-good-for-you/#294a2e6437b5 http://www.cnn.com/2016/07/18/health/the-best-and-worst-pokemon-go-stories-trnd/ https://www.socialbakers.com/blog/2617-pokemon-go-invades-social-media https://www.similarweb.com/blog/pokemon-go http://www.dowitcherdesigns.com/pokemon-go-a-new-marketing-tool/