When Satochi Tajiri first created the Pokemon concept in 1995, and released the first two Gameboy video games (red and green) a year later, he would never have envisioned middle-aged bureaucrats running round London (and every other city in the world) trying to catch them all just 20 years later.
Pokemon Go is rapidly becoming the most successful mobile app of all time. It took just 13 hours to hit the top of the US sales charts, and after a global frenzy of anticipation cut that to just 3 hours for the German charts. It’s lucrative too, topping $2 million of revenue per day in the US market, according to Yahoo.
There are lots brands can learn from Pokemon Go, but here are some you may not have considered…
Lesson 1: Reality trumps quality every time
Remember when reality TV came on the scene? “Proper” TV people bashed it, claiming a lack of production values, wit, etc. But people lapped it up anyway.
Why? Because it broke free of the studio and embraced the rough and ready unpredictability of the real world. It was closer to us and, therefore, more relevant. Pokemon Go has done the same.
In spite of its success, it’s considered a poor game by any objective measure. A Guardian review summarised it as “not a good game, but a great experience”.
The fact that it exists in the world around us, not just on our screens, means, like reality TV, that quality doesn’t matter. Take your campaigns out of their media spaces and into the world around them, and the same will apply for you.