Rather, the most interesting things about Pokemon Go have to do with connected experiences, and the sweeping changes these are bringing: new marketing models, opportunities with augmented reality, location-based marketing, and all the assorted issues with data privacy and security. The most interesting things about the Pokemon Go phenomenon have nothing to do with the game itself and everything to do with how different things are starting to be and are going to continue to be.
(These, by the way, are all part of what I examine in my forthcoming book Pixels and Place: Designing Human Experience Across Physical and Digital Spaces. Available in print and Kindle versions on September 1st, but you can pre-order a Kindle copy now.)
Connected Experiences Bring New Marketing Models
Marketing models are poised to be overhauled now that an online interaction can be credibly and consistently traced to offline visits in stores. See McDonald’s deal with Pokemon Go to make all 3,000 of its Japanese stores “gyms” in the game. The full details of their deal haven’t been disclosed, but one option this presents is an incredible opportunity for cost per visit modeling.
Connected Experiences and Social Interaction
The social experiences are different with augmented reality, when interacting with a digital experience doesn’t automatically mean being oblivious to the world around you (although obviously it still can – see, for example, the guys who fell off a cliff while playing, or the person who drove into a cop car).
But since you can engage with the game through a camera view of what’s ahead of you, it’s actually possible to walk and play and still be at least somewhat connected to your surroundings.
Connected Experiences… and Your Business Strategy?
This is only the beginning of what’s to come.
On social media, people have been laughing at the businesses who are developing Pokemon Go strategies (and well, it does sound absurd), but honestly if they’re starting now even these are a little late to the biggest opportunity. The gold rush was this past two weeks, when everything was novel and players were entertained by the outreach. Even if the game’s popularity continues to grow, players will likely begin to be put off by overt attempts to capitalize on the game from late entrants. And if your business is still laughing, you’re missing out on time to think about how augmented reality and connected experiences stand to change the status quo.
Of course then there’s this:
PetSmart Exec: I saw a Digiday post that every company needs a Pokemon Go strategy. WHAT'S OURS?
Marketing Manager: pic.twitter.com/8Zddyaqges
— Mandy Naglich (@MandyKN) July 24, 2016
So I’m not saying to rush out and do something specific to Pokemon Go that has no alignment with your customers’ motivations or your brand. (Although if you have an idea for an experience that aligns and integrates your customers’ experience with the game in an organic, authentic, and/or memorable way, by all means do it, measure it, and publish a case study about it.) This is a call for strategic action about a macro trend, not mindless reaction to a micro trend. Trying to capitalize on the trend without strategy will probably come across to people like an attempt to manipulate the moment.
You need strategic planning (and do please note: I offer strategy workshops) that sets you up for success as the physical and digital worlds increasingly converge. There’s enough transformation taking place that there will be a relevant, meaningful way to make these opportunities align with your brand and your customers. Your job is to try to catch it.