To give you some context of just how crazy the internet has gone for the game, there have been around five times as many Google searches for Pokemon Go as there were for Gangnam Style back in 2013, which at time of writing is sitting at a comfortable 2.6 billion YouTube views.

If you’ve been in a Pokemon-free cave the past few weeks, the game, powered by Google Maps, encourages players to explore their surroundings in order to catch Pokemon (“pocket monsters”). It turns real landmarks, such as train stations or monuments, into Pokestops and Gyms, which allow players to collect in-game items or fight other players. As everyone sees the same Pokemon, Pokestops and Gyms on their own phones, large groups of players often end up congregating together, which can result in everything from players helping fight crime or even being shot at.

So what lessons can marketers learn from the success of Pokemon Go?

Social buzz and word of mouth are more powerful than a big ad campaign

Due to the game’s inherently social nature - encouraging players to go hunting for Pokemon or visiting Pokestops - it was bound to get people talking to each other about their experiences. The widespread popularity of the game is particularly interesting as it is unlikely that you have actually seen an ad for the game - We only managed to find the advert below through research for this blog!

Considering how much traction the game has, the lack of a concerted marketing programme is impressive.

Timing is everything (and a bit of luck certainly helps)

It’s no coincidence that Pokemon Go launched at the start of summer, right when kids are out of school, everyone’s looking for something to keep themselves entertained and get them out of the house. In the UK, downloads are no-doubt getting a boost from a recent heatwave. Combine this with the unusual situations that many players are finding themselves in, right as we enter the start of “news silly season”, coverage for the game is becoming a PR dream.

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Strong brands deliver the goods

Pokemon Go has shown that, no matter how simple the product, if you put Pokemon in it, it will be incredibly popular. If, instead of Pokemon, the game encouraged users to go out and catch new creatures that nobody had heard of, it almost certainly wouldn’t have reached the same heights. This can be said with confidence, as the game is essentially a stripped down version of Niantec’s mildly successful 2012 game Ingress but with Pokemon stapled on.

Despite the simplicity and lack of depth that the game offers, all it needed to do was faithfully recreate the aesthetic and spirit of a brand that is beloved the world over. And although there are a few discrepancies (it feels weird selling hundreds of Pidgeys to a mysterious man who gives you sweets in return), there is no denying that the game looks and sounds exactly how a modern Pokemon game should.

Opportunities for marketers

Due to the wild success of the game, particularly with the often hard-to-engage 18-24 age group, marketers have jumped at the chance to try and benefit from the hype. The simplest tactic many have tried is purchasing Lures (which works out at around £1.58), an in-game item that can be attached to Pokestops in order to attract Pokemon to that location. Obviously, if a shop or a cafe is near a Pokestop (which have been predetermined by Niantec), the promise of Pokemon might pull in potential customers, so it’s worth downloading the game and seeing if you can increase your footfall in this way.

Niantec CEO John Hanke has said that “sponsored locations” will be available soon - this will likely turn any location into a Pokestop, giving it more prominence on the in-game map and encouraging players to visit.

A recurring criticism of the game is its excessive battery consumption. One way you could use this to attract players to your stores is to offer a power-up station, allowing them to charge their phones while you offer them refreshments.

Naturally, as Pokemon Go gathers more active players the world over, the game’s developers will investigate more ways to monetise their creation. We will undoubtedly see more location based and conventional marketing options appear in the coming months.

Despite its flaws, Pokemon GO has been a wild success, breathing new life into a two-decade old franchise. Its success can be attributed to three factors: the inherent social nature of the game creating worldwide social buzz, the perfect timing of its release and the faithful implementation of a well-loved brand that taps straight into the nostalgia of the game’s target audience. By encouraging natural social interaction through your products, being aware of external factors that could help or hinder your marketing and making the most of your brand power, you can create unique and engaging experiences for your customers.