OIA
|SOCIAL BUZZ
SNACKABLE INSIGHTS
OIA
| SOCIAL BUZZ
SNACKABLE INSIGHTS
Pokemon GO: Unlikely Gateway to the Outdoors
“This is a huge step in getting people off the couch and away from a sedentary lifestyle and obesity that plagues the United States. We shouldn’t be saying that one way of being outside is
better than another. Many people go out and read books in nature. How is that OK but this isn’t?”
—Keith Howells, Deuter USA Blog Posts
CONVERSATION OVERVIEW
It’s safe to say Pokemon GO has done nothing short of blow up. You see it everywhere:
around town and even National Parks. In the last six months the augmented reality game
has racked up more than 21 million mentions and 75 billion impressions on social media. The
conversation is centered around Twitter but more in-depth and passionate conversation
can be found on sites like Reddit. Men dominate the conversation with a 64% share. A top
motivator for Pokemon GO players is nostalgia for the Pokemon card game they played as
kids in the 90’s. Players, referred to as Trainers, are sticking around though for the places
and community they discover while they’re out to “catch ‘em all”.
MALE vs FEMALE
CONVERSATION SHARE
FEMALE
MALE
MENTIONS
21
MILLION
36%
54%
Top Domains
IMPRESSIONS
75
BILLION
IF IT GETS PEOLE OUTSIDE, WE SHOULD CARE
friend
addicted
super
Whatever your personal feelings about Pokemon GO are, augmented reality’s potential to
get people outside is powerful, we should all pay attention. Over 700 thousand mentions
online use one of the follow terms: outdoors, parks, outside, walking or hiking. The online
conversation raves about how unexpectedly fun it is to explore their neighborhoods and cities. Many Pokemon GO Trainers remark at their surprise about how much they enjoy going to outside to Pokestops or Gyms, talking with fellow Trainers about everyday life as
well as the game.
neighborhood
out love enjoy
walk
PokemonGO
fun
favorite
outdoors
like
pokecoin
people
cool
hiking outside
excited
happy
pokeball summer
cannot wait
great sweat
park new
pokestop
WHAT YOUR FELLOW OUTDOORIST ARE DOING
The National Parks Service is reaching out to the Pokemon GO crowd through Jon Jarvis’
Facebook video, encouraging players to get out, enjoy our nation’s parks during the NPS Centennial and look up at the scenery every once and a while. The video has over 1 million views and 12 thousand Likes on Facebook. The North Face is recognizing the value
in appealing to a group of newcomers to the outdoors by offering retail discounts through
social media.
WHAT CONSUMERS ARE SAYING...
“I went for a pokemon go walk this
afternoon. Put sunscreen, got a water
bottle, and phones charges to 100%.”
“Grab some water, a hat, and your phone,
and take a walk! I’m in the south-east
Houston, muggy heat. I’ve been outside
more because of this game, and the game
makes me forget about the heat when
things are rockin.”
“I don’t care if #PokemonGO is dead in 2
weeks- the phenomena of all these people
interacting in today’s society is incredible
and uplifting.”
“I decided to go hiking with Go on
Monday in my tank top, maybe try to
get rid of this wicked farmer’s tan I’ve
developed.”
“It really is crazy how many people I’ve run into
the last few days playing this game. I’m in a town
of maybe ten, maybe fifteen thousand people,
and I’m seeing people all over, walking, biking, or
skateboarding with their phone in hand. ”
WHAT DOES THIS MEAN FOR YOU?
Pokemon GO and augmented reality has made its mark on encouraging outdoor participation. The potential to reach a new customer by joining in on the conversation on
social media is huge, and easy. Ensure Trainers get introduced to the outdoor industry at
their comfort level. Pokemon GO presents an opportunity for the industry because people
who normally wouldn’t dream of it are getting outside where their search for Pokemon are
taking them on hours-long adventures outside. These new adventurers are realizing they
need the right gear and apparel to carry them through their search for Pokemon, and beyond. Embrace the Pokemon GO crowd in a fun way on social media to ensure they know
how much the outdoors has to offer and where they can get high quality outdoor goods.
Be open to new generations of outdoorists. The equation for continued success is simple:
increase participation to increase sales.
Learn how to connect with the U.S. outdoor consumer segments like The Aspirational Core,
The Athleisurist and The Urban Athlete who are less likely to be avid outdoorists in a traditional sense but are waiting for you to show them the way.
Looking for more social media insight? VIEW ALL Social Buzz reports.