The newest game in town that is now being used as a viral marketing tool worldwide. The game uses the smartphone camera and sensors to place Pokemon’s in the real world. The game also uses location-based algorithms to place Pokemons in different locations, in which players hunt for and capture the digital Pokemon; enabling augmented reality to capture the imagination of viral marketing.

Launched in a couple of countries first, the augmented reality-based mobile game has already caused Nintendo’s stock to rise to nearly 25 per cent. So the question is, how does a seemingly niche mobile game gain worldwide popularity in only a few days? The answer is simply smart marketing principles.

The augmented reality game encourages players to walk around their local neighbourhoods looking for virtual Pokemon characters on their smartphones. In less than a week, the game has experienced the same levels of daily interaction as Twitter, Snapchat and even Facebook. In average people spend around 4-6 hours a day playing the game.

With so much hype, small businesses are now scrambling to cash in on the “Pokemon effect”, as the new game becomes the marketing tool for attracting foot traffic. The game has a wide footprint geographically, providing plenty of opportunities for local businesses to attract potential customers on a budget.

If Pokemon Go proves to be more than a short-lived fad, it could be just the start of a wave of augmented reality games, that local businesses can tap in to lure in new customers as well as to entice existing customers back through their doors.

The free-to-play app, which uses your phone’s camera and GPS to capture, battle, train and trade virtual Pokemon is the first to see widespread, mainstream interest. Pokemon Go’s quick rise to the top of iTunes charts is an opportunity for brands to cash in on the action. There are several marketing gimmicks that brands can take advantage of now to get on board with the Pokemon Go bandwagon:

1)Integrate smart and relevant content in marketing campaigns

Brands will need to tailor their marketing and content strategy around the new augmented reality game. They can do this by interacting creatively with gamers and by providing tips to catch Pokemons, in response to people finding the animated characters in stores nearby. While brands can’t choose their location as Pokemon Gyms and PokéStops, some lucky enough have found themselves on the map in the centre of the players’ activities — an opportunity that can help them convert virtual players into real customers.

For other brands the capitalising on the game will be a bit more difficult, but still possible. You can attract potential customers by purchasing and using a ‘lure module’ that will gather various Pokemons in your store for 30 minutes.

2)Reward people for collecting rare Pokemons

Shopping malls, restaurants, and small stores can use the game as part of their overall marketing strategy, by offering discounts for customers with certain Pokemon’s, guaranteeing that they spend money.

3)Encourage social sharing

Social media is the most sizeable pathway for brands to use Pokemon Go as a medium to connect with fans. Engaging fans and players of the augmented reality game can help build bonds with partners, customers and even employees by conducting in-house gaming sessions.

4)Promote your local Pokemon on social media

Take advantage of the “Pokemon Go” to increase brand visibility on social media. Brands can offer visitors to their store a 10 per cent discount off the total price, if they post a screenshot of Pokemon located in store on social media with a tag to their business. The deal not only attracts new customers to the store, but also promotes social sharing by encouraging players to post pictures of themselves playing.

Marketers can also advertise their local Pokemon on social media. A Facebook ad based on the geographical location of choice, can entice people to shop at the store.

5)Offer free charging stations to players

Augmented reality games can quickly drain smartphone batteries. Offering players free charging service not only brings potential customers to stores, but build stronger brand affinity among grateful Pokemon Go players.

6)Host meetups and unite fans

Meet-ups are a great way to attract people into stores, and thus enhance brand visibility. For example, PokeGyms allow players to battle each other in a public location. Brands can adapt their locations and use the benefits of foot traffic providing players with bonuses, discounts, free merchandise.

7)Take your business on the road, where Pokemon Go roams

If PokeGym is not located in your building, stay calm. There are other ways how you can ‘capture’ attention of your potential customers. Launch brands and/or new products strategically by capitalising on the traffic generated by Pokemon Go.

Fashion retailers or even restaurant owners can create a pop-up store or set-up a food truck at places known to have clusters of PokeStops, taking advantage of the large crowds and traffic.

The writer is Managing Director and Creative Principle, JPd.