Less than 15 days since its launch, Pokémon Go already has more users than Twitter and Whatsapp, becoming a world phenomenon.

This new game uses augmented reality, combining our surroundings with those of video games, using mobile devices to capture Pokemons in real life. Augmented reality had never been used before in a video game; without a doubt, it is here to stay. The game is available through a free app, compatible with IOS and Android operating systems.

Pokémon Go, a lesson in good practices

For many, it is a chance to relive the 90’s series, but also a great lesson in good practices in marketing communications. John Hanke, CEO at Niantic, the company that developed Pokémon Go, explained that advertisement will be included in the game soon and will play a fundamental role: Different brands will be able to sponsor “PokéStops”, represented through a blue on-screen icon, which are places in the city where players are located and where they will find objects aiding their mission as Pokémon trainers (this is what the players are called). This is just one of the possibilities that brands have to invest in the game while benefiting from the game’s boom.

For example, Red bull created a guide for those who want to get into the game: “How to get started in Pokémon GO?” Likewise, they have applied ‘Product Replacement’, among many other marketing initiatives that they have launched around the world.

Red Bull ‘Product Replacement’

Forbes lists the 7 main Marketing lessons offered by Pokémon Go:

1. A good ‘Branding’ can sell anything.
The game as such is good, but without the brand, it would have never taken off.

2. The launch date is very important.
Pokémon Go was launched just after the start of summer vacations, when children and young people are on vacation.

3. Social acceptance is everything nowadays.
We generally do not buy a product unless we have heard something about it before.

4. A sense of identity generates loyalty.
There are two identity factors that make Pokémon Go such an addictive success, all of them offer users a sense of belonging and loyalty: The first one is linked to nostalgia; several generations grew up with Pokémon, which generates feelings of remembrance of other times The second is linked to loyalty; in the game, you must choose among three rival fractions, and be able to align with the victories and defeats of one of the fractions, making people pay closer attention.

5. A gigantic advertising campaign is not necessary
How many Pokémon Go ads were seen before its launch? Probably none. A large advertisement budget is not needed in order to be an efficient sales person; you only need to connect to the audience.

6. Rewarding is important.
To increase client loyalty it is necessary to reward them for their dedication to the product. In Pokémon GO, players receive bonuses and incentives when they move up a level, capture new Pokémons, train then and even for walking, among others. The key is to keep users asking for more, even if it is through the less active parts of the game.

7. Less and friendlier instructions mean more users.
To attract new users, it is important to be easy to use. That is a lesson that can also be learned from successful apps such as Instagram and Snapchat. Pokémon GO has no formal tutorial or instructions; all you need to have fun is walking with the mobile device on hand and be attentive to vibrating alerts.

Lessons that when put in practice, guarantee success.

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