The latest viral craze is sweeping the nation: Pokémon Go. Just a few days after its release, the free mobile app is already consuming more time on users’ devices than Twitter, Facebook, Snapchat, and Instagram. Just let that sink in for a moment. This app is getting more face time with consumers than four of the most popular social media channels today! Pokémon Go is achieving a level of mobile proliferation that most brands could only dream of, and the best part is, its users are on the move. They are exploring their neighborhoods, public institutions, even private property (not advised), all in the name of “catching ’em all.” However long this craze lasts, now is the time to get creative and draw tourist attraction visitors with Pokémon Go. Check out the quick tips below to get started.
Reveal which Pokémon can be found at your attraction. Nothing gets a Pokémon Go diehard more amped up than the lure of a rare or yet-to-be-captured creature. Use your social media channels to reveal which Pokémon can be found at your attraction to help reel in new visitors. This strategy can double as a way to help build your overall social media following. In addition to posting where Pokémon can be found, capture photos and videos (with permission, of course) of visitors catching ’em all at your attraction.
Let people know what they’ll find along the way. While a visitor’s final stop is ideally your attraction’s turnstiles, let them know that there is plenty to see along the way – like more Pokémon. Have fun with your website’s directions page and include hints about which Pokémon can be found depending on where visitors are coming from. Perhaps a rest area a few miles down the road is now a PokéStop, or a nearby coffee shop is a gym. Sharing these on your site and on social media can help entice new and repeat visitors, not to mention give parents ammo for getting reluctant teens and tweens excited for a road trip.
Embrace the Pokémon community. Whether players are new to the Pokémon franchise or are reveling in childhood nostalgia, the app has created a whole new, passionate community. Embrace them with activities like meet-ups, coordinated searches for Pokémon throughout your attraction, and, if your location happens to be a Pokémon gym, live battles for the title of gym leader. Announce events on social media and via signs posted throughout your property to help get more visitors involved.
Reward the obsession. The last three tips are great ways to draw tourist attraction visitors with Pokémon Go for free or minimal cost. If you are willing to invest in the craze, consider rewarding visitors for achievements within the app. Set up a station at your attraction where visitors can check in with achievements, such as the first catch of the day or a victorious gym battle. These can be rewarded with prizes from your gift shop, discounts at the cafeteria, or even free admission upon their next visit. Aside from dedicating a member of your staff to tend to the check-in, these can be inexpensive ways to boost attendance in the near future when rewards are promoted on social media, and to inspire winners to return to redeem their prizes.
Stay tuned for new opportunities. App developer Niantic is heavily rumored to be releasing a sponsored location feature for the game. Gizmodo reports that code indicating a sponsorship deal with McDonald’s has been discovered, and if true, it could open big opportunities for other location-based brands. Cost of course is yet to be determined, but tourist attractions could hugely benefit from sponsorships with the game that now tops both the App Store and Google Play.
Pokémon Go is quickly taking over our mobile devices, not to mention our conversations. How many people have you heard talking about this game? It’s time to put this trend to work for your tourist attraction. Try these tips to draw new visitors, and have fun along the way. Looking for other creative ways to boost attendance? See how we’ve helped tourist attractions across New England grow their numbers.