Pokémon Go Can Help Multifamily
On July 6th, 2016, an event of monumental proportions happened: Pokémon Go was released. The game has already revolutionized mobile gaming and is uniting people across all generations. Niantic Inc. developed the game through a licensing deal with Nintendo, the majority stakeholder of the franchise. The deal has proven to be fruitful; Nintendo’s market value jumped an astounding $7.5 billion since release! The game is simple: “catch” Pokémon with your phone in different areas of cities and towns. The game is a based on “geolocation,” GPS locations and landmarks, so one has to walk around to progress through the game. There are “Pokestops” and “Gyms” where people can get rewards, play against other Pokémon and find new Pokémon. So why should you care? This can be a golden marketing opportunity for multifamily communities. You can actually drive potential residents to your property with the game!
Pokémon Go is a “free to play” style game. This means that one can play for free, but upgrades are purchasable through an online store. One of those items is a “Lure Module,” which draws Pokémon to a certain location for 30 minutes. They cost about 99 cents per lure. The lures need to be set within proximity of a Pokestop (currently). Your community may already be a Pokestop or Gym; you just need to check in the game. Super geeky, right? Well, businesses have caught on and are driving traffic to them because people playing see where lures are and stop to get the free items. So how can a multifamily community benefit?
Marketing With Pokémon Go
If you could set lures or Pokestops at and around your property, you have a lead generation tool at your fingertips. In an interview with the Financial Times, Niantic C.E.O. John Hanke said that “sponsored locations” are coming to Pokémon Go. When this becomes available, why not set Pokestops around key amenities on-site? The pool, the gym, the locker system, the clubhouse, etc.; the list goes on and on! While people of all ages are playing the game, Millennials are playing the game the most (it’s a nostalgia thing). You can put the word out on social media about having a “Pokémon Tour” around the property. When the event starts, have players provide their contact information and walk them around the property to the different stops. They get Pokémon while you’re showing off key amenities and layouts to potential residents! It’s a win/win for everyone!
What about a “Pokémon Go Mixer” for current residents? Provide food and drinks while setting up Pokestops around the property. Have residents team up in groups and send them around the property to collect their goods. This will encourage meeting new neighbors and friends. Right now, you can lead residents around the area and collect Pokémon and items. Pair this with your other marketing initiatives (are you live streaming yet?) and you’ll have current and future residents hooked.
Get Ahead of the Game
In conclusion, this is a huge opportunity to show off your community and gain some new faces. Pokémon Go is still very new and Niantic is working out the bugs and creating more features. The ideas above are just a few examples of how your multifamily community can capitalize on the excitement as new content and features are released. So go out there and “Catch ‘Em All”… residents that is!