The world’s consumers are chasing imaginary monsters with their mobile phones and marketers have yet to work out how to leverage the latest craze, writes Ema Linklater
Be honest. How many of you have thought about spending your weekend searching for Pokémon over the last month? Loathe it or love it, the Pokémon Go app, which allows you to search for the Nintendo-created creatures in real-time, is one of the best examples of how augmented reality is taking the world by storm. But what is the secret to its success?
For years, we’ve been told that hyper-targeted content and marketing strategies are what win big news. The overwhelming public response to Pokémon Go stands in defiance of th
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