Will Pokémon GO spark a marketing renaissance in augmented reality?
Augmented reality has never quite fired for Australian marketers, despite several attempts to make it work. Mumbrella looks at whether the success of Pokemon Go will breathe new life into the technology for marketers.
If you are in possession of either a friend or an internet connection, then chances are you’ve heard about Nintendo’s new augmented reality game Pokémon GO.
Released on mobile Android and iOS in Australia, New Zealand and Japan on Wednesday, the app has taken the country and the internet by storm. Using the app, players discover virtual Pokémon in their real-world surroundings, then battle to win them.
These are not generated purely at random: geographical locations will harbour different varieties of Pokémon, enhancing the immersion experience. Water types will appear more frequently near water. Players can travel to nearby Pokémon gyms to do battle.
Indeed it’s been so popular it has raised some fears among authorities about people getting run over as they wander down the streets looking at their phones instead of where they are going, leading the Northern Territory police to issue a warning to users to be careful.
Snapchat may not agree with the idea that AR isn’t mainstream.
The Gatorade lens was viewed by 100 million people. Taco Bell’s lens did 220 million. Seems like decent scale.
Love augmented reality or ar this has been a big test for this new technology and overall a big sucuss sure some teathing problems but to has a game hooked over the world havibg to be everywhere in towns cities etc amazing effort
AR isn’t new at all. Japan has been using this technology for app games for years!
Only because it’s out in the US for the first time (for games on phones, since I do believe other venues have used it for other things before) doesn’t make it a new tech. It’s just new in the US.
A major problem we face with this tech in the states is the internet speeds we have because the US has the slowest speed in the world. To put that into prospective, third world countries that are in the process of industrializing and such, have faster and cheaper internet than we do!!
The US needs to upgrade it’s infrastructure if we plan on using AR, VR and all the other tech that’s finally making it’s way here.
Agreed NH, Augmented Reality isn’t new and has wide scale – every thing from snapchat to real estate apps. And the tech isn’t new.
To move Augmented Reality to the next level and out of novelty and to utility at a wider scale – there needs to be a focus on hardware and content. And the new wave is coming very quickly, where we will have complimentary AR experiences with entertainment, TV and sport. There will also be a larger investment in AR in education and use to gamify learning. Exciting time to be in the industry.
Lego has been doing augmented reality catalogues for at least a few years, they are pretty good according to my kids. I’d be surprised if anyone could say whether or not they sold a single extra box of Lego as a result, though.
https://www.youtube.com/watch?v=i5HhBdmUZgA
http://www.theverge.com/2014/6.....n-hands-on
I’ve been a fan of this series when I was a child and now, I admit that I downloaded the game and got hooked to it. I really have no problem with incorporating AR/VR in my brand since I already did it once with my clients before . . . just in the form of VR/360 videos, not a game. But I would be interested in exploring more about this technology to further promote my brand if given the opportunity. And oh, on the side note, Pokemon Go motivates me to walk more to catch them all. Turning my lifestyle from a complete sedentary to an active one.
We have also made an attempt to attract Pokemon Go players and make them familiar with the philosophy of our brand.
Just announced the Pokemon Go Green Challenge that gives players in London the opportunity to make their city cleaner by sending us a picture of rubbish found on the street while on the go with the promise that we will do anything necessary to remove it.