PokémonGO is a phenomenon, no doubt about it. With a daily active user rate that’s passed up Tinder and almost Twitter at its peak point, the highest-grossing app EVER has soared to success with a unique combination of both online and offline popularity that cannot be ignored. And, of course, brands are taking note and jumping at the chance to be a part of the conversation on social media. Check out a few of our favorites:
You’ll notice a few things about why we’re drawn to these posts: They’re helpful, relevant and/or humorous while still showcasing the brand in an interesting way. While there may seem like a lot more opportunities for brands with actual brick-and-mortar storefronts to engage potential customers via PokemonGO, such as lures and PokeStops, don’t rule out the impact that a perfectly timed, clever social post can have on your brand’s perception. Like we learned in our marketing appeals piece, associating your brand with humor can help to humanize your brand and enhance recollection. Side note: This is generally a best practice with any social content you should be putting out on your channels… Is it helpful or engaging? Is it relevant? Does it create community around something bigger than the product you sell?
Using Social Promotions and Engaging Social Content
Even if your product doesn’t directly relate to PokémonGO, there are ways to creatively join the conversation. FMI recently wrote this interesting post for their retail members to consider, which could get produce marketers’ wheels turning too. Have a customer who catches a Pokémon next to your products in a retail store? Offer special prizes or coupons to those who share their photos with you on social media with a shot of your product. Or, capitalize on the fact that all the activity it takes to hatch an egg can work up an appetite! However you choose to incorporate your brand into the mix, the most important thing to remember in these types of situations is not to over-sell your brand or product just to join in on a marketing trend- it won’t make sense.
Your goal for including something like #PokemonGO should be to bring a lighthearted/helpful/unique approach to marketing that will delight your audiences. Bring this buzz into your social media content in the right way, and you will go far to humanize your brand. If you’re looking for other ways to stand out on social media, here’s a good place to start.