I haven’t downloaded the Pokemon Go app just yet (I have to admit, I was more of an Arthur kind of kid myself) but even I can’t deny the immediate, widespread effect the game has had. Wherever you go, you see groups of people walking down the street, looking up and down at their phones and pointing their camera toward an invisible ‘90s creature. Despite stories of sinister findings and criminal mischief, the game is everywhere.
Pokemon Go’s virility is undeniable and, frankly, it makes sense. It’s the perfect combination of platform, content and audience—and this virility can be applied to almost any industry. Yes, your B2B infographic might not land you a spot on Ellen, but really getting to know your audience and being smart about your delivery can make you go “viral” in your own industry.
What made it so successful? In the world of B2B marketing, social media and public relations, you need these key characteristics:
Knowing your audience
Although people of all ages are playing, the game is a perfect storm for 20-somethings—a combination of high-tech, VR technology and ‘90s nostalgia, right on their smartphone. As a millennial, I know firsthand that we. love. childhood. nostalgia. Creating a game that mixes their old childhood obsession, and putting it right in the palm of their hand (and in their backyard, down the street or at the closest “gym”) was genius. Bringing that genius thinking to your video, email or website, is what makes for a successful B2B campaign.
The right platform
Is your audience on mobile or desktop? Better reached by email or social media? A reader of online blogs or print editorial? It might sound obvious, but knowing where your audience is is the key to reaching them. Do your research!
Be ready to face unexpected challenges
From the get-go the game faced several challenges. There were complaints of the server crashing, halting the user experience. There were concerns of the security of the app, as the app could allegedly access ALL of your Gmail information. There were also speculations about the game’s safety, as it could pose a threat to lone Pokemon-Goers or young children. Whatever the issue, you need to be prepared to get through bumps in the road. Have a plan. Have a backup plan for that plan. And if all else fails, dig deep to find the solution.
There’s no way to tell if this will be the Google+ or Facebook of gaming apps. Just like you can never predict if a video will go viral or not, there’s no clear path to the internet “Hall of Fame.” But following these steps can make your campaign, video, infographic or other strategy, effective. Take a chance and you just might find yourself under the Pokemon Go effect.
For more insights on Pokemon Go, our Manager of Digital and Social Strategy Tina Clark talked all about the latest craze with other Worldcom experts. Watch the video here!