What application has twice the engagement of Snapchat, is trending to have more active users than Twitter, and has been installed on double the amount of smartphones as Tinder? Believe it or not, it’s Pokémon Go. Yep, that Pokémon Go – the animated video game. These numbers alone should bolster the argument that Pokémon Go is not just a game: It’s an undeniably powerful marketing platform. But like any new tech-based phenomenon, understanding how to leverage Pokémon Go to benefit a business is a huge challenge. Indeed, for the Pokémon newbie, the conventions surrounding the game can feel so unknown (and so complex) that ignorance seems like the easier course. This couldn’t be more misguided – particularly for the travel marketer. So we’ve curated our best strategies to marry travel SEO Marketing and Pokémon Go.
That’s because Pokémon Go uses augmented reality to enable game play take place in the real world. PokeStops and Gyms are fixed physical locations (including hotels) and they’re the two most important elements of the game, where players either stock up on game advancing “supplies” or battle other players on behalf of their team.
The location-specific backbone of the game paired with a huge, active player base can mean real audience acquisition possibilities for the savvy marketer. Hotels in particular can benefit from these elements of Pokémon Go, and the smartest online- and offline-marketing strategies should absolutely incorporate the game and player behavior.
Ready to play? We’ve written about it before. And now here are our must-implement tips and strategies for a hospitality brand.
First things first – check to see if your property is a PokeStop or Gym and then promote accordingly.
If you’re a designated PokeStop or Gym, you already are at a huge advantage. Market your desirable location and assets just as would do if you were, say, situated near a top landmark or laid claim to the city’s best restaurant. For example, consider writing a blog post about your status as PokeStop / Gym in your city to take advantage of relevant keyword searches and encourage out-of-town gaming enthusiasts to select your property. Also, promote your property’s relevant status on social media using the hashtags #pokemongo, #pokestop, and #pokemongym.
Take advantage of the “Lure Module.”
Within the app, game players can purchase “lures” which increase the presence of ever-elusive Pokémon critters in a designated PokeStop. Hospitality brands should take advantage of this easy customer acquisition tool and drop lures regularly to increase foot traffic. Moreover, consider setting up special on-the-ground promotions during this time to (literally) lure potential customers to become actual customers. Herein lies the perfect case of augmented reality becoming actual reality.
Reward social behavior.
One of the more amusing parts of the game occurs when Pokémon creatures are spotted in everyday circumstances – say, near the check-in desk at your hotel’s lobby. Encourage your customers to screenshot and share those images on social media to enhance your status as a PokeStop hotel or Gym, and consider adding an incentive (discount, perk) for doing so. Alternatively, target and incentivize Pokémon-playing guests to leave a review about their experience at your hotel (along with a screenshot from game play) on relevant travel review websites. This strategy will not only enhance your Pokémon -specific SEO, it will encourage eager game players (and savvy travelers) to select your property in hopes that they’ll score a Pokémon and a deal. Everyone wins.
