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#PokemonGo Engagement Tactics for Social Media

Posted on 8.02.2016

In an industry where apps are typically downloaded and immediately deleted, Pokémon Go has managed to capture the country’s attention in ways one has to think its developer Niantic, Inc., likely never even imagined. And, if there’s one thing marketers are good at it, that’s joining trending conversations to increase their company’s own audience engagement and reach more people. 

The following are some brands who have hopped on the Pokémon craze on social media. 

Hosting Contests

Brick-and-mortar retailers have jumped on the Pokémon Go bandwagon, but a lot of e-commerce stores have been left out. Bling Jewelry wanted to join, so it launched a #PokyDog contest for visitors to follow clues and find Bling’s mascot hiding on the Bling site. 

"Pokémon Go is the hottest trend, and being on the pulse our young, mobile-centric audience, we knew our brand mascot Sasha the Fab Frenchie would be a hit as PokyDog,” said Bling CEO and Founder Elena Castaneda. After seeing metrics that people spend 33 minutes a day playing Pokemon, PokyDog seemed like a clever - and on-brand - way to embrace this desirable and growing demographic.

“When there is a big conversation occurring in social media we always look for unique and creative ways to engage in that conversation and speak the language of our customers."

Listen to Conversations 

Using a social media tool to “listen” to brand mentions across the Web, is one of the most effective uses of a marketer’s time. Not only can they respond to positive or negative comments, but they can also leverage the content being created on their behalf. For instance, Cinnabon was able to stay relevant by simply listening to brand mentions and retweeting a customer who “caught” a Pokemon in one of their bakeries.  

Promote People 

Marriott International has seen a spike in social posts shared from its thousands of properties since July 6 as guests share their “catches” at the hotels. Marriott has not only shared this user-generated content (UGC) to improve social media engagement, but they’ve gone a step further, offering a top Pokémon player the chance to travel to Europe, Japan and Australia to catch a handful of rare, region-specific Pokémon.

This is where a solution like Olapic would come in handy, as it surfaces UGC created on behalf of a brand during and after Pokémon's success. Empowering employees to post to social works too:

While it’s anyone’s guess how long the Pokémon craze will last, being a part of a conversation that a brand’s customers care about, goes a long way to be top-of-mind whether it’s when they’re “hunting” or shopping. 

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