If you've looked left or right in the past two weeks, browsed a Facebook or Twitter feed, or even sat in a busy cafe on a weekday afternoon, you've no doubt heard of Pokémon GO. The mobile app, based on the beloved 20-year-old characters, which has been an unstoppable juggernaut since its July 6 release. This was shown quite clearly by the tens of millions of downloads worldwide, the millions in daily revenue generated by the app, and more than a few local hustles. As with any cultural phenomenon, marketers have looked for ways to capitalize on popularity and turn it into revenue.

(After all, why should Niantic and Nintendo have fun?) Two people on their phones are playing Pokemon GO. Gulfstream Park, one of our clients at t2, is a well-known racetrack, casino and entertainment venue in South Florida remove background from image their goal was to tap into the trend and drive real-world visitors to their shops, restaurants and entertainment areas. In this case study, I'll briefly cover campaign strategy, results achieved, and, perhaps most importantly, go over three takeaways—both Pokémon GO-related and universal—that experts in the marketers can leverage when developing similar campaigns. . Advertising Continue reading below.

The strategy Located in Gulfstream Park is a popular gourmet burger stop, ROK: BRGR Burger Bar & Gastropub. For Happy Hour, it was decided that this location would serve as the park headquarters for the first official Pokémon GO Pop-Up party. Around the park, more than 20 PokéStops have been discovered (i.e. landmarks where players could acquire supplies and have a good chance of finding Pokémon) as well as two Gyms (i.e. say places where players could engage in battle on behalf of their team). A visitor signs up for prizes at the Pokemon GO Pop-Up Party at Gulfstream Park. In addition to Happy Hour specials and hourly prize giveaways for participating players, pl