A visitor signs up for prizes at the Pokemon GO Pop-Up Party at Gulfstream Park. In addition to Happy Hour specials and hourly prize giveaways for participating players, players were highly encouraged to visit the park and join the hunt. To keep players engaged and further encourage player participation, decoys have been implemented every half hour at Gulfstream Park stops. What exactly does a decoy do? This increases the frequency with which Pokémon converge on a PokéStop. With the lures activated at half-hour intervals, Gulfstream Park was able to ensure there was never a shortage of Pokemon. Advertising Continue reading below The results Given the speed at which Pokémon GO came to market and the speed at which its popularity grew, planning and execution was given a limited window.
A major focus of this campaign was to rely on hyper-targeted digital ad campaigns aimed at a local market with easy, short-term access hair masking service to the site and a penchant for mobile apps (as well as a propensity to fall into the early adopters of the technology). Fortunately, marketers can take advantage of all of these criteria on Facebook. Pokemon GO Pop Up Party attendees sit around the bar in Gulfstream Park to play the game. Although final, detailed outcome data is still being calculated; estimates suggest that around 80% of customers during Pop-Up Party hours were there specifically to join in on the Pokémon fun. There were solo arrivals, couples, groups and families and, perhaps most importantly, each of the participating parties purchased at least one item from the restaurant. You can see the Facebook live stream here.
What marketers need to know While this is a unique and exciting campaign, it has highlighted some rules, guidelines, and things to note that marketers will want to consider (especially if a Pokémon GO-themed initiative is in their soon to come future). A causal relationship The death of organic reach on Facebook isn't a new discussion, and it's certainly not one I plan to dive into here (because there's nothing more to say about it). But there is still hope for organic reach in the form of topical content. Playing with Facebook News Feed's algorithm isn't the easiest thing in the world, given how often it changes and how mysterious it is. But one thing is certain: current topics are given priority.