The Marketing Behind Pokémon GO

Why you shouldn’t be surprised this mobile game’s a runaway hit.

The Marketing Behind Pokémon GOEven if you don’t play video games, you’ve heard about Pokémon GO. Thanks to social media, this mobile game’s pretty inescapable – from friends and family posting screen caps of their in-game exploits to article after article of the good (1, 2, 3), bad, and amusing.

More than one piece marveled that Pokémon GO achieved its success with little to no marketing. The problem with this assertion? It isn’t entirely true.

A conventional advertising, public relations, or social media campaign didn’t precede the launch. Instead, marketing was built into Pokémon GO from the start – with an eye toward maximizing almost two decades of fan interest and engagement. 

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