Niantic Labs released Pokémon GO to the general public on July 6th. In short order, it surpassed Snapchat and Twitter to become the most used mobile phone application (boasting an estimated 26 million users a day as of this writing).
Developers, designers and marketers have been busy studying the app to glean the secrets of its success. The formula seems like a no-brainer: Take a piece of intellectual property with strong nostalgic appeal to Millennials and marry it to augmented reality.
But there is a bigger lesson to be learned.
What’s propelling Pokémon GO’s roaring popularity is how easy it is to use. The app is available for free on both iOS and Google Play. The only barrier of entry is ownership of a mobile device, which nowadays is as common as owning a pair of shoes.
If your next campaign uses the Internet or direct mail, ease of use will help it gain traction. Make sure your websites and online ads are compatible with different browsers/mobile devices, and your direct mail is easy to open and respond to.
If you are in the business of helping clients with their marketing, do everything you possibly can to make their lives easier. They are more likely to return if they see you as a true partner.
The account service team at VLG recently applied this principle to a virtual reality project our firm completed for Novo Nordisk.
While our excellent creative team was developing an engaging virtual experience for use at trade shows, we set out to solve the puzzle of how to present its physical components.
We began by sourcing powerful mobile devices and selecting high-quality virtual reality headsets that would ensure the best possible experience. After branding the headsets with the experience name, we placed the items with their accessories into one convenient package.
This makes the experience easier to set up and break down at tradeshows, which gives Novo Nordisk more time for networking.
The takeaway: In a busy world, ease of use frequently determines whether people will give you their time, loyalty and money.
Check out the virtual reality campaign for yourself.