Wow! In only 5 days, Pokemon Go has gone from launch to become the Biggest Game Ever with a user base that looks likely to surpass Twitter and with more engagement than Facebook … in days! I’m not going to take the time to explain the game or the phenomena here… if you’re not up on it, here’s a CBS news segment about the trend and here’s how to play the game.
So let’s talk about what we as marketers can take away from the biggest viral phenomena, ever!
Newsflash: There’s a war on for the mind of your customer.
Every now and then some major player scores a big battle in that war.
- Facebook of course, is a clear winner in this war with 1.6 billion users.
- Twitter, Linked in, and more recently Snapchat have all won major territories.
- But this week Nintendo released something that may turn out to be bigger than all of them.
What is it about Pokemon Go that is SO different from the millions of other game apps that are released every year?
Are there lessons that we marketers can leverage from this win?
There are deep insights here that every marketer can tap into. And while you may not be so lucky as to tap into ALL of them in a single effort like Pokemon Go has… even leveraging one of these angles in your next campaign may bring a significant advantage. Here we go:
#1 Pokemon Go Takeaway:
There is more to Mobile than just running on a phone!
Pokemon Go doesn’t just run on a mobile device like the millions of games before it. It USES the mobility of the device to make location an integral part of the experience. You can travel around and “find” Pokemon by using and changing your… location. “Yea, I knew that so what?”
Marketing Lesson #1: How can you use location in your next marketing campaign? Can you provide different information to someone based on whether they’re at an event or not? Whether they are moving or stationary? Whether their at an airport or at home? Can you incentivize someone to visit different booths or sessions with something beyond a stamped card?
How can you use location to engage your audience? The Oracle Marketing Cloud (both Eloqua and Responsys) have ways you can text your audience, integrate with Mobile Apps that track location, and more. Be creative!
#2 Pokemon Go Takeaway:
Tap Into the History of Your Audience
Who knew that there were millions of adults interested in Pokemon?
Umm…Nintendo did. They correctly identified and tapped into the history and youth of the Gameboy and Nintendo 64 generation and took something they loved, Pokemon, and made it modern and relevant. Today this audience is all grown up, has mobile phones, and their own kids. Wow…what an advertising audience!
Marketing Lesson #2: What history can YOU tap, in YOUR audience? Is one of your buyer persona’s “Baby Boomers” and another “Millennials”? How can you use that nostalgia in your next personalized and targeted campaign? Is it Bewitched, Nirvana, or Harry Potter that is going to help you connect?
And “History” doesn’t have to mean cultural history. What about tapping into the “history” of everybody that attended a trade show a year ago?
Or perhaps you can target the history of “original users” of your product? Linked In sent an email thanking its first million users and got a tremendous response. Opportunities to personalize messages and connect with the history of your audience are everywhere!
#3 Pokemon Go Takeaway:
Push your Audience to DO something!
Pokemon Go coaxes you to go right around that corner you’ve never looked around, or just up a bit farther up the street that you’ve never visited. This engagement is fun!
Oracle Marketing Cloud Lesson #3: How can you ENGAGE your audience more?
When’s the last time you asked your audience for their opinion on a new product feature before you built it? Suggested that they get a prize if they shake the hand of every executive at an event, suggested they text a number for a secret surprise when they arrive at an event, or even just sent a standard NPS survey as to how happy they were? Calls to Action are not restricted to White Papers and Event responses!
Again, creativity is king here. Find new and interesting way to engage your audience, and they will reward you with your attention. If the engagement is interesting enough… they’ll forward to their friends!
#4 Pokemon Go Takeaway:
People Love Themselves!
It’s easy to snap a picture of yourself with a Pokemon you just captured and share it in Pokemon Go…and this feature is VERY popular. We all know the reason. People love themselves!
Marketing Lesson #4: Incorporate your audience into your marketing campaign!
Now obviously we want to do this with pictures if possible. And with the OMC this can be done on a broad basis through Dynamic Content. For example for somebody from New York, you can literally insert a picture of New York into their content. This makes people feel more like you are talking to THEM.
But with today’s technology, we can do more! Vidyard introduced a feature this year that allows you to insert your contact’s name and even a personalized message right into the video you’re sending them. This can be part of an Eloqua or Responsys Nurture Campaign that’s results in a 1:1 personalized video that directly speaks to each individual. People love seeing themselves in the video…and engagement goes through the roof.
And of course if you can’t do either of the above, just using your customer’s name in the text of an email, can improve your results. So… personalize whenever possible.
The bottom line is that Nintendo’s stock didn’t go up by 11 billion dollars in 5 days by accident. Their marketing and design teams used every trick in the book and:
- Appealed to something we loved in our youth…
- Used mobile in a powerful new way… by leveraging real time location and augmented reality
- Enabled us to take new interesting selfies (you can never go wrong here!)
- And by having continuous fun Calls to Action to engage their audience
While you may not be fortunate enough to be able to incorporate ALL of these techniques in your next product or campaign, even one of them can dramatically change the results you experience… and with the power of the Oracle Marketing Cloud it can definitely be done! Need help? Call 4Thought Marketing at 888-ELOQUA4 (888-356-7824) or email us at info@4ThoughtMarketing.com