In this case study, I'll briefly cover campaign strategy, results achieved, and, perhaps most importantly, go over three takeaways—both Pokémon GO-related and universal—that experts in the marketers can leverage when developing similar campaigns. Advertising Continue reading below The strategy Located in Gulfstream Park is a popular gourmet burger stop, ROK: BRGR Burger Bar & Gastropub. For Happy Hour, it was decided that this location would serve as the park headquarters for the first official Pokémon GO Pop-Up party. Around the park, more than 20 PokéStops have been discovered (i.e. landmarks where players could acquire supplies and have a good chance of finding Pokémon) as well as two Gyms (i.e. say places where players could engage in battle on behalf of their team).
A visitor signs up for prizes at the fax list 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 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 . 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.