The world of marketing has always heavily relied on popular culture and both The Avengers and Game of Thrones are the proof of that. Today, however, the tables have turned, and in the summer 2016 there is only one phrase on everyone’s mind — Pokémon Go. Needless to say this phenomenon has caused a major uprising in the world of both traditional and digital marketing alike. TV channels are reprising the animated series, Netflix has put the animated movie on top of its list and one ice-cream guy in Canada has even offered a free ice-cream for members of Team Instinct. It was only natural that content marketing would follow in suit.
Playing on the Nostalgia Card
Ok, the first thing anyone should know about Pokémon is that while animated series was somewhat successful, the reason why this particular franchise became a cult classic is the Gameboy game. For an entire generation of future gamers, this was the first real RPG they ever played, which makes them a bit biased. Instead of creating a completely new game and brand, what Nintendo did was take their poster child and give it a new life. The marketing behind Pokémon GO’s launch was brilliant, but the best part was that it didn’t even have to be. Like with the new Star Wars movies, entire generations that grew up on Pokémon felt compelled to at least try it out.
Another smart move that Nintendo made was going with the notion of augmented reality. In 2016, it seems we are no longer content with the reality as it is. This is why we have two upcoming VR devices, Oculus Rift and HTC Vive, as well as dozens of augmented reality apps. Probably the best example of this is the skyrocketing popularity of Snapchat. All of this has just confirmed what content marketers were claiming all along — that embracing new technology is the key to survival in the world of digital marketing.
Not Just an App
Some would say that Pokémon GO is just one app that is feeding on the nostalgia and will soon go away, but preliminary results are speaking against it. Furthermore, experts from a renowned content marketing agency claim that this is not just an app, but a global phenomenon. We already have numerous third party software being developed and content being written as an additional help in the game. Maps with all available Pokémon in your vicinity can be downloaded, as well as the tutorials on how to get Pikachu as your starting Pokémon.
Of course, like with any other trend, there is a downside to this. At this moment, while millions of people worldwide are googling the term Pokémon GO, there are those who will abuse this brand name in order to draw attention to their website. What they will do is add the word Pokémon to the title of their work and then either write on something completely unrelated or draw some completely illogical parallels. Still, it would be unjust to judge the majority based on the actions of few. There is nothing wrong in using popular trends in order to drive traffic your way as long as you have something relevant to say about it all.
Seeing how this Pokémon trend is taking our planet by storm, it comes as no surprise that it has swept the world of content marketing off its feet, as well. Recognizing an opportunity is one of the keys to success in any line of work, but then again, not everyone is meant to succeed. Like any trend, it is completely possible that this Pokémon euphoria will end in a month or two, but using this momentum in just the right way may bring great ROI while it lasts.
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