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Pokémarketing: How ‘Pokémon GO’ Is Influencing Brand Marketing

Viral doesn’t begin to describe the mobile marvel that is Pokémon GO. With more daily users than any mobile game ever, Pokémon has found its way back into our hearts, and our mobile devices.

The game has been live in the United States for about a week, and users already spend more time on the app (an average of 33 minutes per day) than Facebook, Instagram, or Snapchat. The rapid growth has lead to Nintendo’s shares flying through the roof with nearly a $10 billion increase in the company’s market value since its debut. Pokémon GO is the very best, like no mobile app ever was…

The Apoké-lypse Hits

Like many marketers, the last few days at BFM have been spent thinking of ways our clients can jump on the bandwagon with unique yet relevant campaigns. Cue the recently launched #DontCatchAndDrive campaign by Service King. As a collision repair company with 309 locations across the US, our client Service King is a prime example of how businesses of all industries can incorporate the pop culture phenomenon into their branding, and even explore the potential of launching an entire campaign surrounding the game’s underlying messaging.

In a matter of hours, the quick-thinking BFM marketing team was able to strategize, design, and launch the #DontCatchAndDrive campaign. The campaign, a mixture of out of home -over 100 billboards nationwide – and social media activations, successfully connects the nature of the collision repair business with current events, while still aligning with the brand’s consistent messaging surrounding safe driving.

However, the true magic behind the campaign is it’s ability to catch more than just nearby Pokémon. It has captured the attention of passersby through the use of extremely timely, relatable, and relevant content. Although the campaign only just launched, it already has social media buzzing.

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