The mobile app, based on the beloved 20-year-old characters, which has been an unstoppable juggernaut since its July 6 release. This was shown quite clearly by the tens of millions of downloads worldwide, the millions in daily revenue generated by the app, and more than a few local hustles. As with any cultural phenomenon, marketers have looked for ways to capitalize on popularity and turn it into revenue. (After all, why should Niantic and Nintendo have fun?) Two people on their phones are playing Pokemon GO. Gulfstream Park, one of our clients at t2, is a well-known racetrack, casino and entertainment venue in South Florida and their goal was to tap into the trend and drive real-world visitors to their shops, restaurants and entertainment areas.
In this case study, I'll briefly cover fax list campaign strategy, results achieved, and, perhaps most importantly, go over three takeaways—both Pokémon GO-related and universal—that experts in the marketers can leverage when developing similar campaigns. Advertising Continue reading below The strategy Located in Gulfstream Park is a popular gourmet burger stop, ROK: BRGR Burger Bar & Gastropub. For Happy Hour, it was decided that this location would serve as the park headquarters for the first official Pokémon GO Pop-Up party. Around the park, more than 20 PokéStops have been discovered (i.e. landmarks where players could acquire supplies and have a good chance of finding Pokémon) as well as two Gyms (i.e. say places where players could engage in battle on behalf of their team).
A visitor signs up for prizes at the Pokemon GO Pop-Up Party at Gulfstream Park. In addition to Happy players, players were highly encouraged to visit the park and join the hunt. To keep players engaged and further encourage player participation, decoys have been implemented every half hour at Gulfstream Park stops. What exactly does a decoy do? This increases the frequency with which Pokémon converge on a PokéStop. With the lures activated at half-hour intervals, Gulfstream Park was able to ensure there was never a shortage of Pokemon. Advertising Continue reading below The results Given the speed at which Pokémon GO came to market and the speed at which its popularity grew, planning and execution was given a limited window.