Shopper Marketing - October 2016 - 126
A roundup of social, local and mobile marketing activity at retail
There were more than 7.5 million downloads of the Pokemon Go app in the United States
as of late July. Developed by Niantic Inc., that app has seen daily usage that has rivaled that
of Twitter, with more than 60% of people who downloaded the app using it daily, according
to online research company SimilarWeb. And people have used it to the tune of 43 minutes
a day on average, says SimilarWeb, surpassing users on Instagram, Snapchat and Facebook
Messenger. It's obvious why brands and retailers would seek ways to get involved, but
Niantic itself announced in a Financial Times
article that it would be rolling out sponsored
locations, giving brands a chance to pay to be
a location inside the augmented reality game
and get charged on a cost-per-click model.
Already, organic yogurt brand Stonyfield Farm
has delivered targeted ads to users who were
near a PokeStop. The brand worked with Aki
Technologies, Orlando, Florida. An option for
retailers is to "Lure" users to a store for a short
amount of time to catch Pokemon. GameStop
has been doing that for nearly 200 stores.
... sponsored locations.
y SHOPPER MARKETING OCTOBER 2016