Over the past months, Pokémon GO has been catching the attention and time of nearly every smartphone user. This app had, in its beginnings, more daily users than Twitter and Instagram! The game is a location-based augmented reality game in which users attempt to be the very best and catch 'em all.
Anytime there is a new fad or something goes viral, many companies jump on the bandwagon to try and make a profit. But when something grows at a rate like this and continues to grow, there always seem to be some built-in benefit for brands.
9.2 percent of hotels mentioned Pokémon at least once during this time period, with 1.2 percent of all tweets containing a reference to the game. Mentions to the game first showed up on Wednesday, July 6, 2016, and peaked on the following week on July 13, when 5 percent of hotels mentioned the game at least once. After that, mentions declined to 1.9 percent on Sunday, July 17.
Many hotels tweeted about the game mostly for engagement, showcasing its staff playing the game. Other hotels seemed to use it as a marketing tool, letting players of the game know the building was a PokéStop (a specific location in which players restock on their items) and sometimes offering discounts at the bar if guests showed staff their games and Pokémon.
For engagement, tweeting is great. But if you are looking to draw business you have to offer more than just a few tweets–you need something extra that stands out and wants people to stay at your hotel.
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