SodaStream’s play on Game of Thrones is the perfect piece of content

Producing a great piece of content for your brand can be a challenge, with the different elements sometimes seemingly at odds with one another. Can a brand image gel with the content’s story? And how will it be seeded across social media?

There’s no all-in-one how-to manual, but SodaStream’s Shame or Glory video is a great example of how good content is done. Since its debut last week, this piece of content has garnered over 5 million views on Facebook and almost 2 million on YouTube, making it an unequivocal success.

It’s not always possible to have a brand or a product that’s as exciting for viewers as the next big Hollywood blockbuster. So what SodaStream, (a sparkling-water machine company) did was leverage the popular HBO TV series, Game of Thrones.

Though there’s no direct connection, by parodying one of the series’ most iconic scenes (using the one of the actors, no less), the video makes an instant connection with millions of people out there, even if they’ve never heard of SodaStream before.

Effectively, by hopping onto the fandom behind a popular entertainment property in a creative way, SodaStream has reached an audience who may never even have thought about their product before. It’s the ultimate hook for brand awareness.

It’s Socially Conscious

The content’s primary story follows a shopper being “shamed” as he walks away from the grocery store after having bought some plastic bottles. This is SodaStream’s attempt to not only raise awareness for their product, but to a more societal problem here in Australia.

While 90% of Australians recycle, more than half have made no attempt to cut down their consumption of plastic-based products. These broader issues aren’t something that should be shied away from, particularly if your product offers a potential solution. No one wants to destroy the planet, or see an animal go extinct, or know there are children going without presents on Christmas. If your product or brand can help in a meaningful way, then why not incorporate it into your content?

The Content is King

By making the “shame” people should feel when buying plastic bottles both the primary social message of the video and the key pop-culture hook for viewers, Shame or Glory has tackled a serious issue using a humorous and entertaining hook.

It’s only once the content is nearing its end that the product is mentioned, and even then, it’s introduced by another guest Game of Thrones actor while he playfully torments a prisoner in a medieval dungeon. The content never breaks its theme, even when advertising the product, which makes it a highly enjoyable watch the whole way through – something worthy of sharing.

6 Essential tools for managing your social media activity

Keeping on top of your social media activity can be challenging, especially if you don’t have a dedicated resource assigned to the task. Luckily, there’s a number of specialist tools and technologies available on the market (many of which are completely free) to help you use your time as efficiently as possible.

Here are 7 essentials social media tools you should consider using:

1.  A social media content editorial calendar 

Out of all the tools on this list, this is probably the most important. Planning and mapping your social media content in advance, as opposed to doing so on an ad hoc basis, will ensure you’re treating your social media activities in a strategic and goals-driven way.  Your editorial calendar should include all key content pillars, topical events and other themes that are relevant to your brand. Don’t have a template? Get started with this sample social media content calendar from Hootsuite.

2.  A scheduling tool 

Enlisting a social media scheduling tool is the best way to make sure you’re posting consistently on all your channels. Set 30-minutes to an hour per week (depending on the volume of content you’re producing) to schedule everything mapped out in your social media calendar. There are dozens of scheduling tools available on the market, with different price points and features. Low-cost tool such as Hootsuite or Buffer are perfect for beginners and professional social media users alike.

3. A cross-sharing/automation process

 If you only have limited time/resources available to produce and manage social media content, a good idea is to repurpose the same content across multiple channels (as long as it’s relevant). Use an IFTTT recipe to automate cross-sharing – there are plenty to choose from! That will save you time saving your images and copy-pasting your text after each update.

4. A content curation tool

As a rule of thumb, a third of the content that you share should come from third parties – this includes external high-quality articles, infographics and images that provide value to your audience. To avoid extra research, make sure you always have a bank of third-party content to choose from. Create a system for curating these, such as by setting up specific Feedly feeds or saving content on an ongoing basis into Evernote. Bear in mind that some scheduling tools such as Buffer and Hootsuite provide content ideas based on your preferences and past activity – Hootsuite will even compose tweets for you.

5. Community management software

The point of social media is to be social – so don’t forget to engage with your audience! Depending on the size of your brand pages or pages, keeping on top of messages, comments and post likes may be overwhelming. Consider using an external tool such as Hootsuite or Sprout Social to keep track of your customer enquiries across each platform and never miss a comment again.

 6. Monitoring and analytics technology

In order to assess whether your social media efforts are working, you need to be constantly monitoring and analysing different metrics, such as growth, reach and engagement. While most social media networks feature their own native analytics capabilities (such as Facebook Insights), ideally you want all your data in the same place. Most scheduling tools will offer access to analytics and reporting as well. For more intricate reporting and monitoring capabilities, consider investing in a comprehensive analytics platform such as Social Bakers or Fanpagekarma.

No idea what content marketing really is?

Don’t understand content marketing? We don’t blame you. It’s hard to understand when Google’s search results of “content marketing” deliver vague, jargon-loaded definitions of the term.

But we reckon we can clear up some confusion. Here’s what content marketing really is:

Content marketing means creating, curating and distributing information and entertainment (content) for a specific audience. Businesses often use content marketing as a strategy to engage, educate, find and keep customers.

Unlike advertising, content marketing is a helpful, non-invasive way to assist and interest specific people. Here are a few examples of what content is (and what it isn’t.)

What content is

Examples of content include blog posts, editorials, social media posts, newsletters, Youtube videos, podcasts, E-books or even magazines. Good content tells a great story, keeps you informed and doesn’t waste your time.

What content isn’t

Content marketing is not a television commercial, an advert in the newspaper, a logo, a bus advertisement, an ad before a video begins or a two-for-one offer on Facebook. Content marketers recognise that traditional ads can be annoying and intrusive. We know that if you want to reach a consumer you should do so in a way that’s appreciated and valued, not a popup web ad or an in-your-face commercial that plays automatically and slows down your internet.

If you have great content and strategically share it, that’s successful content marketing. Ideally, customers will seek you out due to your engaging and accessible content.

Put simply, all content marketing should add value.

Examples of content marketing

You can use content marketing to achieve different objectives. The popular company Jell-O wasn’t so well known in the early 1900s, but after the company distributed fun and delicious recipes which required their product, Jell-O sales skyrocketed. It’s funny to think that cheap and cheerful recipes for success can be compared to something like Red Bull’s skydiving stunts.

Content Strategy

The way people (users) relate to a company’s product or service is known as user experience, aka UX.  Part of UX is your content strategy. A content strategy examines an entire business and how to relate it to the user/customer. Unlike a content marketing strategy, a content strategy examines everything about the business, off and online and determines the best way to communicate it to the customer. Without a content strategy, content marketing and content marketing strategies aren’t executed as effectively.

Content Marketing Strategy

Businesses often create a strategy for their content marketing in order to plan everything from scheduling social media updates to executing content marketing campaigns.

The reason these definitions can be so challenging is partially due to the broad context of content. When you create content for content marketing, it should be educational or entertaining. When you plan your business’s content strategy, this definition of content means everything defining your product or service. Imagine a massive box, and the contents inside are everything that make up your business. From your product or service to your website to your company style guide, this is what makes up your business’s content.

Still scratching your head?

Content marketing strategy specifically has to do with distributing educational or entertaining on-brand content to current and potential customers. And the content marketing itself? This content is different from the contents of your company. Content marketing is the creative substance that helps showcase your business’s core content.
If we’ve done our job right, you’ll recognise that this very blog post is…you guessed it, content marketing!

 

Our client Kristy Carr from Bubs Australia shares her success story on 60 minutes

We’re excited to share these clips from the latest episode of 60 Minutes Australia, where our client Kristy Carr, founder of organic baby food brand Bubs Australia, chatted to Allison Langdon about all things motherhood and business.

We’ve been working with Bubs since March 2016, helping them implement a comprehensive social media and content strategy to help drive sales and raise awareness of their amazing products in Australia and beyond.

Check out the highlight’s from Kristy’s interview below:

Watch a recap of 60 minutes here to see Kristy and other inspiring “Mumpreneurs”.

9 steps to creating a successful social media strategy

Do you feel as if you’re not using social media effectively? Are you worried you’re not focusing on the right channels or posting the wrong type of content?

While social media is one of the most powerful online marketing tools available to brands, many get sidetracked and lose sight of their wider business goals.

This post will show you how to plan and execute a successful social media strategy from scratch and boost your productivity.

# 1. Choose your social media channels wisely

How do you know which social media channels are right for you? It’s easy: you need to be where your customers are. This will vary depending on the age, location and interests of your target market. Resist the urge to create an account on every single social media channel – less can be more, especially if you’re just starting out.

Depending on your product offering, you could even branch out to lesser-known social media networks catering to specific user interests, such as Houzz, a niche social platform where users share architecture and design ideas.

Growing your presence on these online communities can generate some serious results for your business. For instance, Polyvore has a higher average order value of $500 – more than all social media networks combined!

#2. Set goals for each channel

Once you’ve picked the right social media channels, you’ll need to establish specific goals which will vary for each one of them.

Common social media goals include:

  • Generating brand awareness
  • Developing relationships with influencers, bloggers and press
  • Offering excellent customer support
  • Driving traffic to your website
  • Increasing e-mail subscribers
  • Driving conversions
  • Increasing time spent on site
  • Changing brand perception

Don’t worry if your goals overlap.  As long as they’re achievable, measurable and stay true to the nature of the platform.

#3. Determine what you want your customers to Think, Feel and Do

Creating social media posts that resonate with your audience can be challenging. In order to maximise engagement, you’ll need to have a clear intention in terms of the emotions you are trying to cultivate in your audience.

Before creating content, always ask yourself: what do I want people to think, feel and do?

Break this down by platform, as people respond differently to content depending on which channel they’re on.

#4. Establish themes and content pillars

Establishing themes and content pillars helps you think strategically about your content and allows you to generate ideas more efficiently.

Common social media goals include:

  • Behind the scenes images
  • New product updates
  • User generated content
  • Blog posts
  • Videos
  • Inspirational quotes
  • Press coverage
  • Blogger reviews
  • Education tips & tricks
  • Sales promotions
  • Competitions

When deciding what content to use for a specific channel, always refer to your goals and the THINK/FEEL/DO model to guide you.

#5. Establish social media brand guidelines and rules

The key to a successful social media presence is consistency. This not only applies to the frequency of your posts (more on that later) but also to your content. To stay on track, set your own rules and guidelines and stick to them.

For example:

  • Will you include your logo on all your Facebook posts?
  • Are you going to add a branded hashtag to every Instagram update?
  • Will emojis resonate with your target market, or should you avoid them?
  • Which filter are you going to use on Instagram, if any?
  • How are you going to talk to your audience? Will you use slang, or keep it very formal?
  • How many times a day/week will you post?

#6. Make the most out of your bio/about me sections

Potential customers will almost always read your About Me/Bio section to decide whether to follow you. Lure them in by communicating what added benefit or bonus they’ll get by following your brand on social media. This could be a one-off coupon code, promotion, or a promise to share tips or videos.

 #7. Schedule your content ahead of time

Automating your social media updates ensures you’re posting consistently and at the right times.

There are many scheduling tools on the market to choose from. Great Buffer or Hootsuite for Instagram (your post won’t automatically get published on Instagram, but you’ll receive a push notification to remind you). Both have free versions you can try. When it comes to Facebook, we suggest you use the native tool scheduling tool on the platform.

#8. Implement paid social media advertising

Unfortunately, an organic social media strategy alone is only going to get you so far when it comes to growing your audience and getting engagement on your posts.

Paid social advertising isn’t just reserved for brands with big marketing budgets. Small businesses can achieve great results, with sometimes as little as $1 a day.

#9. Analyse and optimise

Last, but definitely not least: analysing and optimising. The truth is that your social media strategy is never going to be perfect. You’ll have to test, experiment and amend your strategy as you go depending on your unique brand and category.

Put together weekly reports to track your progress. Make these as simple as possible, only measuring the metrics that are relevant to your goals, such as engagement rate, website traffic and conversions.

Final Thoughts

Putting together a successful social media strategy will take time and effort, but you’ll reap the benefits of your hard work once you get it right. Have fun experimenting with your content and strategy: the social media landscape is constantly evolving, so don’t be afraid to try new things and have fun.

 

 

Art or branded content? You decide

As an artist, it’s not easy to stand out on a crowded platform like Instagram, but that’s exactly what Kode Abdo, (aka Bosslogic), has managed to do.

Starting out as a  Melbourne university student with a pad of paper and a pencil, success did not happen overnight for Kobe. He’s been sharing his art on the Internet consistently for the last seven years, slowly gaining momentum. But it’s only recently that he’s finally hit success on Instagram.

Now, with over 300,000 Instagram followers and a dedicated fan base with high engagement rates, he has become a mainstay among fans of pop culture, often featuring on movie news sites such as ScreenRant. Though he’s created a vast portfolio, his specialty is the pop-culture mashup, like drawing well known celebrities and transforming them into superheroes.

But what’s the appeal of hiring such an artist if your brand has nothing to do with pop culture?

After all, if you’re selling burgers, you’re not going to be featured in the same way as a custom Harley Quinn image for the Suicide Squad movie.

Well, if you work with a talented artist, they’ll find a way to make it work. Take this example from Abdo featuring McDonald’s burgers.

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Using both his skills as a digital artist and his fandom for superheroes, Abdo turns normal McDonalds food into imagery that resonates with his audience by relating it to “The Flash”. To a creative mind like his, art can tie any two things together.

And that’s exactly the kind of content creator brands need to be working with. Fans didn’t tear him off his platform because he featured some McDonald’s products, but rather embraced it because it was consistent with the type of content he posts. He turned what could have been an ad into an artful piece of content, and the superhero connection sold it to his fan base.

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This connection is what separates great content from the mundane, the memorable from the forgettable.  Collaborating with an artist’s strengths when creating content is what’s going to ensure the best results. It’s by finding a way to seamlessly integrate a brand into their work that a creator delivers content that doesn’t just feature your product, but transforms it into art.

10 Easy Tips For Taking Beautiful Instagram Photos

Are you wondering why your pictures aren’t getting more engagement on Instagram?

Instagram is one of the fastest growing social media networks today, and more and more people are using the channel. But gone are the days when brands could get away with uploading mediocre visuals and hope that they would still drive customers to their website. To be successful on Instagram, you need to ensure that your images are of excellent quality. And this doesn’t mean you’ll need to spend hours a day on it, or waste huge amounts of time and money.

Here are some easy-to-implement tips that will help you take better pictures for Instagram.

1. Make the most out of your camera app.

If you don’t own a DSLR, don’t panic! You can take amazing pictures with a smartphone. You just need to make sure you’re using the right settings on your camera app. Always turn on the HDR mode and set the right focus/exposure by tapping on the screen. If you’re photographing a moving subject, ensure you are taking advantage of the burst mode function.

Top tip for DSLR users: by all means, if you own a DSLR, do use it for your Instagram photos. To avoid the hassle of saving them onto your computer first, get an EYEFI MOBI card and app on your smartphone. That way, every photo that you take gets automatically transferred to your smartphone for editing and uploading.

2. Go bright or go home

When possible, try to resist the urge to create dark and mysterious visuals. In the world of Instagram, brighter is better. The visual marketing platform Curalate analysed image features across 8,000,000 Instagram visuals and found that images with high lightness generated 24% more likes than dark images.

For best results, shoot next to a window, but never in direct sunlight. Always make the most out of natural light. If you’re going to photograph an object outside, try to do so in the first or last hours of the day when the light is softer. This will help you achieve sharper images.

3. Don’t go crazy with filters

Clever editing can transform a picture from mediocre to stunning, so don’t overlook this step, however, stay clear of Instagram’s filters. They are too strong and if you are trying to sell a product, they won’t give potential customers an ideal representation of what the product looks like in real life.

Plus, a study carried out by Hubspot found that photos with the ‘Normal’ filter had the highest likes-per-follower on Instagram.

Bypassing Instagram’s filters doesn’t mean you shouldn’t touch up your picture. Use apps like VSCO Cam, Snapseed or Afterlight to increase the brightness of your pic or make colours pop.

4. Be smart about which colours you feature

Be strategic about the colours you choose to display on your feed. According to research by KissMetrics, colour accounts for 92% of our decision to buy a product.

The research also showed that women tend to prefer blue, purple and green shades (while disliking orange, brown and grey). Of course this doesn’t mean you should avoid promoting a gorgeous orange clutch or trendy grey tech gadgets. But be picky about which colour(s) you’re going to give more prominence to in your feed, and generally try to stick to one colour scheme per visual. Images with a single dominant colour were found to generate more likes than those with multiple colours.

5. Choose your background carefully

As a rule of thumb, keep your background simple and clean. You don’t want to take attention away from your product(s). If you’re photographing smaller items like accessories, jewellery or makeup, use a textured background, such as wood, brick or grass. This will make your photo much more memorable.

6. Be consistent with your image style

You should always aim to tell your brand’s story with your Instagram feed. This means you must adopt a consistent visual tone. Constantly switching your visual style will confuse your followers and stop you from building a consistent brand online.

Stick to the same filters, backgrounds and editing techniques to make your brand look instantly recognisable on Instagram. Potential customers will decide to follow you based on the look and feel of your Instagram feed.

Harper and harley instagram
Instagram account “Harper and harley” maintains a consistent look and feel for all her photos.

 

7. When in doubt, use symmetry

Humans love symmetry. We’re attracted to symmetry just as much on Instagram as in real life. One guy on Instagram grew his 360,000 Instagram followers just by posting pictures of his symmetrical breakfasts every day. Follow his examples (which look delicious) and start styling your products symmetrically.

8. Show your followers something unexpected

To be irresistible on Instagram, you need to stand out from the crowd. Show your followers something unexpected. Ask yourself this question: how can I showcase my products in a way that no one has ever done before?

9. Experiment with unusual angles

Let’s face it. Everyone and their mother has taken that typical #OOTD picture of their shoes and latte from above. I’ll say it again: following what everyone else is doing won’t get you noticed. Lead the way and experiment with new and interesting angles.

10. Embrace the small details

Showcase the uniqueness of an accessory, intricate pattern or jewellery piece by focusing on the detail. You could use an app like Snapseed to blur the outer background to get an even more dramatic effect. Another thing to try is to create a collage, allowing you to showcase the product next to a separate image of an interesting detail or logo.

Final thoughts

A beautiful Instagram feed isn’t just reserved for big brands with big budgets. With a little practice, you can learn to take gorgeous photos that your followers will love.

 

What is Cockpit Karaoke and how can it be a lesson for your brand?

We’ve all experienced the recent explosion of content marketing among many of the world’s leading brands. Whether they’re aiming to increase site-traffic and searchability, to generate leads, advocacy, or just increase their social media presence, brands have seen that the positive benefits of content marketing far outweigh the costs.

Nothing typifies this more than a recent piece of video content from Air New Zealand. In it, they play off the current popularity of comedian James Corden’s carpool karaoke, where he and a celebrity sing along to songs while driving a car.

Air New Zealand challenged Corden in a “pitch” to bring his segment to one of their planes for Cockpit Karaoke, and, in less than a week, the video has over 669,000 views, far exceeding the views of any of its other recent videos.

The content doesn’t feature any product focus or call to action, yet it achieved almost instant virality, leading to huge numbers of people engaging with the Air NZ brand. Whether or not Corden even accepts the challenge doesn’t even matter – consumers are now more aware of the brand and are more likely to think positively of it.

What’s key for brands trying to get into content is to make sure that they’re joining in existing conversations that are relevant to them and playing to their strengths. While Cockpit Karaoke is relevant to Air New Zealand, it might not work for something like a makeup company. Instead it might work for them to use singers or other talent say, in a content series about makeup tutorials.

Wherever possible, brands should be jumping on trending topics or viral videos, and be using relevant news and events as a means of connecting with audiences. Essentially, wherever there’s a conversation going that’s relevant to them, brands need to be creating content to keep up the conversation. And whether this comes in the form of a viral video or just a quick meme, if it is done well, consumers will respond to it.

The science of storytelling: 6 powerful techniques for brands

“Marketing is no longer about the stuff you make, but about the stories you tell” – Seth Godin

The idea that brands should tell stories is not new. Unless you’ve been calling the underside of a rock home for the past decade, you will know that digital storytelling is the future of marketing.

It makes sense. From the societal structures that exist in our collective imagination, to the gossip sessions we indulge in and the Netflix shows we binge on, our appetite for stories is insatiable.

Digital media has made it easy for consumers to get their fix. As a result, every brand marketer wants in on the trend, but unfortunately only few appreciate its nuances. You can’t just #throwbackthursday an unflattering team photo or flood your Facebook feed with motivational quotes and call it storytelling.

Storytelling is a science and there are rules. The most popular stories of all time, from critically acclaimed novels to cult movies all contain a set of elements that make them appealing. A story is only as powerful as the ingredients used to create it. If you want to connect with your audience, you need to get the recipe right.

In his book Story Engineering, best-selling author Larry Brooks outlines a range of techniques and elements he argues are found in every good story. We’ve outlined them below so you can understand how to tell your brand’s story in an effective way.

1. Conflict

Conflict is the essence of a story and what drives it forward. Think back to the last novel you read and you’ll quickly be able to pinpoint the conflict that shaped the story. If you think instigating drama isn’t right for your brand, don’t worry – you don’t have to re-create a Star Wars-style conflict of galactic proportions. Instead, leverage conflict by creating content that addresses and helps solve any challenges or struggles your audience is facing.

2. Emotion

Great stories are fuelled by emotion so don’t shy away from it. When creating a piece of content, from a social media update to a blog post, always ask yourself “what do I want my audience to feel?” If your content connects with your audience on an emotional level, they’re more likely to share it. According to research from the Harvard Business Review specific emotions commonly found in highly viral content are curiosity, amazement, interest, astonishment and uncertainty.

3. Theme

Every great story has at least one clear-cut theme running through it, with some of the common ones being love and friendship, revenge, fate and the coming of age. In Story Engineering, Larry Brooks advises writers to identify themes by asking themselves: how do I touch people’s heart and ignite their intellect? Choose themes that resonate with your audience’s hopes and fears and regularly use them as a basis for your content.

4. Character

A compelling main character is the backbone of a story. Treat your brand like one, defining variables like personality, quirks, goal and motivations – with the aim of creating a three-dimensional character that your audience will root for. Leverage your character/brand’s backstory too – if your brand has an unusual heritage or a unique worldview, turn that into a major content pillar.

5. Scenes

In a novel or screenplay, each scene has a mission to accomplish, driving the plot forward. Great scenes are almost always simple, only delivering a single key piece of information to the reader or viewer. Brands should take a similar approach with their content. Be clear about the purpose of every content piece you create – if it doesn’t further your brand’s story, leave it out. Keep in mind that great scenes leave the reader or viewer hanging. Create that sense of anticipation by teasing your audience about upcoming content and regularly surprising them with something unexpected.

6. Voice

A great writing voice is easy to recognise – it feels natural and effortless. When crafting your brand’s voice, keep in mind that less is more. Consistency is crucial too, so put together a tone of voice style guide that outlines the type of words and expressions you’ll be using. If you’re struggling, think about characters or celebrities you’d associate your brand with and take inspiration from them. Regardless of the voice you choose, make sure you follow the most important storytelling rule of them all: show, don’t tell.

Gotta catch ‘em all: What Pokémon GO means for your online marketing strategy

By now, most of us know that we aren’t experiencing a subtle zombie apocalypse. In fact, the hordes of people walking around glued to their phones, intermittently stopping to exclaim things like “OMG there’s a Jiggly Puff on your head!” is in fact Pokémon GO.

The augmented reality app has become a viral sensation, evoking a sense of nostalgia that makes it a marketer’s dream for targeting a Millennial audience. So what does Pokémon GO mean for your marketing strategy?

A win for augmented reality

Although we are surrounded by augmented reality (AR) apps such as Google Translate and Wikitude, there has been a tepid response to AR, leaving some in the tech community wondering if there ever really was any demand for this kind of experience from the average consumer.

However Snapchat’s recent success of its interactive lenses and now Pokémon GO has proved there is in fact a market for AR, it just depends on how it’s packaged.

For marketers who have dismissed AR, there is a lesson to be learnt; it can be used as an effective marketing channel when presented in a fun, user-friendly fashion. In the past, AR has been mostly adopted by sectors of the car industry, with Ford using it to preview cars. Pokémon GO has changed this by integrating it into our everyday activities.

Keeping bricks and mortar businesses ahead of the game

The social power of Pokémon GO is its ability to move mass groups of people towards a particular space, referred to as Pokéstops within the game. For bricks and mortar retailers whose businesses rely on foot traffic, Pokémon GO is a cost effective and relevant way to attract groups of people to your store.

We’ve worked with clients in the retail space who have taken advantage of this feature by integrating Pokémon GO with their existing marketing efforts. Our client was encouraged to drop a Lure Module at Pokéstops near their store, ‘attracting’ Pokémon for 30 minutes, and by extension, Pokémon players. We integrated this real-time event with their social media strategy, creating a sense of anticipation across their social platforms about the Lure Module being dropped.

For smaller businesses, attracting Pokémon players to your store with a Lure Module can be enhanced by offering an incentive or discount for players when they arrive. Retailers can integrate it with VIP shopping nights and in-store imagery. Brands should also join the conversation around the game by sharing photos of Pokémon players in their store across social media, thus creating a full circle of content.

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Remaining part of the Poké-conversation

Pokémon GO is impossible to ignore. From organised “Pokéwalks” to a proliferation of memes and tweets, it’s cemented itself in our everyday culture. But what does this mean for brands that have no direct link to the Pokémon phenomenon? Are they missing out on being part of a crucial conversation?

It’s essential for brands to think strategically when it comes to aligning themselves with the Poké-phenomenon. This is where a little creative license comes into play. Brands should be tapping into Pokémon GO communities by making an authentic connection with the game just like the examples below.

JB Hifi

One of the biggest concerns of Pokémon players is running out of battery while they’re in the middle of a Pokéwalk. This simple but creative strategy from JB Hi-Fi is the perfect example of rational based marketing with a creative flair.

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Menulog

What has an online food delivery service got to do with catching a Pikachu? Apparently quite a lot. This eDM from Menulog grabs the reader’s attention with the subject line “Gotta catch ‘em all” before sticking to what they do best- delivering food- as per the copy “If you’re addicted then we suggest you keep hunting and we’ll handle the food. Whether it’s pizza or salad, burger or sushi, we’ll keep you energised to catch them all.”

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Charity Miles

Charity Miles, an app that enables you to earn money for charity when you walk, run or bike, has started a Pokémon GO challenge. The charity asks people to log their ‘charity miles’ as they hunt for Pokémon and upload screenshots of the Pokémon they catch, creating a sense of community and a wealth of user generated content.

The future…

It’s hard to determine the lifespan of the app, but given the nature of the game which provides players with long terms goals, it looks like Pokémon GO is here to stay. So what does this mean for future marketing strategies?

The possibilities are endless. Imagine purchasing a Lure Module for your store and attracting players during quiet periods? In-app advertising is definitely on the cards, as is social sharing from the app itself. This presents an amazing opportunity for social media marketers to run hashtag competitions, build communities and utilise user-generated content.

The true value of the app is its ability to offer markers an entire community of users to target, as noted by Jens Nielsen, head of UK operations, Netbooster, “with almost two-thirds of Pokémon Go players in the 18 to 24 ‘millennial’ market, brands should embrace the opportunity this presents to target a market that typically tends to reject direct advertising.”

Happy Poké-hunting.

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