If Pokémon Go has taught us anything it’s that mobile applications can be completely engrossing to the point of distraction. Within days, millions of consumers of all ages have become addicted to the augmented reality mobile experience.
As marketers we have a unique opportunity to tap into the phenomenon by creating content that speaks directly to this large and growing audience. From using lures to attract Pokémon to your poke stop (storefront) to forecasting the best times to be outside, consumers are eager to absorb everything the community is willing to share.
Reaching the Mobile Addicted Consumer
While the game’s charming characters appeal to large audiences the implications go far beyond gaming. It is an excellent example of using the five best practices of mobile application design to drive unprecedented adoption.
1. Local context. Pokémon Go makes everything from the local park to a small fountain in the center of town exciting new places to explore. The game taps into our human need to interpret everything we do in a local context. How we dress, what we eat, and where we shop, are all impacted by what is happening right around us and how it makes us feel. The game taps into this natural tendency by turning everyday places into adventures.
2. Always fresh content. Every time you log into Pokémon Go there is something new to explore. Different times of day, different locations, even changing weather conditions such as heavy rain, can influence what Pokémon will appear. Since circumstances are always changing, people have good reasons to visit frequently.
3. Interacts with daily life. While there are plenty of Pokémon Go hunters roaming cities near and far the game does not require hours of dedication to be fulfilling. People can be rewarded while doing daily tasks they already have planned like walking to the train, or picking up a bite to eat for lunch. Integrating the game into everyday moments makes it easy to drive addiction.
4. Personalized. Although millions are playing the game, no two people share the same experience. When consumers log in, the application remembers them and presents statistics and data that are personalized. As a result, people don’t feel like they are logging into a game, they feel like they are logging into their game.
5. Use existing application frameworks. Unlike previous attempts to introduce virtual reality technologies into mainstream adoption, such as Google Glass and 3D televisions, Pokémon Go does not require a special device. The application uses familiar swipes and interacts in a recognizable but exciting new way.
Only time will tell how enduring the Pokémon effect will last but one thing we know for sure – the lessons about mobile application adoption and using them to tap into consumer behavior are timeless.
Do you know what other application millions of people check multiple times a day? Their weather app. Learn how weather advertising can help you capitalize on the mobile weather addict here.