By James Pass, managing director and creative principle, JPd, talks how marketers can embrace the global phenomenon
The international release of an augmented reality (AR) version of a two decades-old video game has created a rolling global phenomenon in just over a week, presenting a massive opportunity for marketers. It may also represent an opportunity in the development of the various strands of virtual reality.
Pokémon Go in such a short span of time has produced an extraordinary response from consumers. In the US, it had within day’s more than 20 million active users, making it the biggest mobile game in US history. While the game is still yet to launch in the UAE, the remarkable levels of initial acceptance from consumers in this region could present an immense opportunity for businesses in the Middle East.
With the application of augmented reality, or virtual reality (VR) the technology that underpins the game has turned AR into a major marketing tool. Facebook and Microsoft have previously launched VR technology with not much response. More recently, cosmetics giant L’Oreal Paris launched its free makeup app, which used facial recognition technology allowing consumers to virtually apply its products. While not unsuccessful, the audiences of both campaigns were intentionally niche. So while other AR products, such as Google Glasses, have failed to inspire or achieve the commercial success, despite attractive technology, Pokémon Go harnesses the power of GPS and the camera taking VR to the next level. So the question is what does the game ‘Pokémon Go’ have that no other AR game or VR headset have?
The answer is simply because the application is free, socially interactive and nostalgic. The team behind the project took a beloved brand and reinvigorated it with an addictive quality once enjoyed by the likes of Candy Crush and Angry Birds. The media-driven stereotype of gamers sitting in front of a screen, behind the four walls is no longer relevant. Pokémon GO turns this idea on its head, forcing players to get out and hunt Pokémon in real life, creating teams of Pokémon “trainers”.
Augmented and virtual reality technology offers consumers, businesses, advertisers and agencies an opportunity to look at the world in a different way. The former places a layer over the reality, with the aim to enhance and improve it, while the latter entices us to go somewhere new and exciting.
AR’s strength lies in its functionality and not its visuals, and the lessons learned from the success of Pokémon are not only encouraging but present a learning lesson for all. As Pokemon continues to get attention across the globe, it is becoming even more apparent that consumers are more willing to enjoy a genuine brand experience rather than trial out a product that they are being sold.
There are several opportunities that marketers need to take note of when applying technology with virtual reality.
Capturing Audience Attention: Brands need to be able to reach out to their audience by addressing them in a way that is unique and compelling, providing an emotional connection with the user;
Creating a point of difference: With only a few brands making a conscious effort to apply virtual reality, the opportunities to engage with this medium is endless. Virtual reality is still an unfamiliar territory with most consumers, therefore is a medium that can be easily explored;
Sneak peaks and virtual visits: Companies can provide previews of their products or experiences and will always have a competitive advantage over the other. Fashion brands have already jumped on board this trend with TopShop hosting a live 360 degree view of their fashion show from their London flagship store, that can be viewed by consumers from across the world
