Catch Them All: How Brands can Leverage Pokemon Go Programmatically
“It’s time for you to get out into the real world and catch them all”, – this is the call to action that has taken the world by frenzy.
Pokemon Go, Nintendo’s augmented reality, mobile game has had people on the streets with their mobile phones in hand trying the find the next Pokemon. Within a few weeks of its release, Pokémon Go garnered a tweet volume of 15.3 million, which surpassed ‘Brexit’ related tweets (11.7 million) in the week of the referendum, the ‘Euro 2016’ (7.5 million) in the first week of the tournament.
To understand who the audience is that plays Pokemon Go, we created profiles of the average users who are more interested in this game. We found that the generation that played the Pokemon game at the age of 10 with a portable console is the same generation that is responsible for Pokemon GO’s hit.
The players can be categorised into three audience segments –
The Young, The Millennial Woman, and the Older Generation.
The younger audience represented by Mike, make 52.72% of the audience, followed by the millennial audience like Olivia at 41.75% and finally the older generation like Terence make up 5.53%.
Understanding your over-indexed audience – The Young Mike
18-24-year-olds are most likely to play the game, followed by 25-30-year-olds, with men being 65 percent more likely to play Pokemon Go than women. They are 10 percent more likely to have a very high income. They are 240 percent more interested in winter sports and are 75 percent more likely to enjoy theme parks.
When it came to cosmetics, they are 73 percent more likely to be interested in perfumes, and 56 percent more likely to prefer male grooming products. On food and movies, they are 260 percent more likely to prefer pizza, followed by fast food (98% more likely), and are 340 percent more likely to be interested in Anime, followed by Comedy (140% more likely), and thriller (57% more likely) movies. And when it comes to fashion, they are 260 percent more likely hipster and are 150 percent more likely to be in the interested in skating or surfing products.
What does this mean for travel and retail brands?
There is a lot of discussion on social media channels on tips about where the Pokémon are playing, Pokéstops in the area, or where there are gyms nearby. These tweets and posts have become a repository of data that travel and retail marketers can use to unlock insights to get the right message to the right audience.
Running social media campaigns as well social synced digital campaigns, especially around top hashtags and positive sentiment around the game can enable brands to gain maximum brand penetration; gain cut-through during moments of influence, and even align their brands with social trends in real-time.
Understanding audience demographics and their interests can help retail and travel brands trigger ads on various platforms to reach the right audience, and increase their sale at offline stores. Traffic at malls and brick-and-mortar stores can be increased with programmatic ads being triggered at times when these users are playing this game near these locations.
Because the game requires players to travel to places to proceed in the game, brands could target them hyper-locally i.e., the player can be shown ads when he/she comes close to the brand store. This can act as a potential motivation for the player to check out the store as he is already nearby, and influence their purchase behavior, thereby driving more traffic to the stores. Retail advertisers can purchase a Pokémon Lure or become a Pokémon Gym, to increase foot traffic to their retail stores, bars or restaurants, and thereby get high conversions by triggering ads and creative messages as players get closer to these stores.
For players interested in Pokemon, generally have similar interests in sports, travel, fast food, and movies, targeting them on sites with sports, travel, fast food, and movies related content in addition to gaming content, because of their overlap of interests, can provide higher conversions for your brand campaign.
How did we look at data?
The data period for the Pokemon Go insights is from 15th of July, 16 to 19th of July, 16. We looked at the overlaps of different audience segments and came up with the over indexed segments to determine the characteristics of Pokemon Go users. To get a holistic picture of the audience who is viewing the URLs which contain words on ‘Pokemon Go’, we did a cluster analysis with 17 variables which include demographic, interest and lifestyle variables.
With inputs from Ramya Pingili, Insights Specialist.