US dairy producer Stonyfield is cultivating mobile marketing moments for roaming Pokémon Go players.
Before US developer Niantic had even announced in-game marketing – such as McDonald's Japan's sponsorship scheme, which will turn local branches into game locations – Stonyfield targeted players through other mobile apps while they were on location.
For the campaign, San Francisco-based marketing tech company Aki Technologies identified users who've installed the game on their mobile devices. Players are then served a Stonyfield ad within five minutes of visiting one of 10,000 Pokémon Go geolocations across the US through secondary apps they use while playing – such as messaging, weather or music apps. The ad informs players it's "Time to catch a Stonyfield", tying the ad to their current experience (the aim of the game is to catch Pokémon) and directing them to a Stonyfield store locator tool.
Digital consumer habits are dominated by multitasking, task-switching and second-screening. This means secondary and auxiliary apps can be effective access points for contextual targeting. For instance, Sony PlayStation and Spotify amassed five billion streams during the music streaming service's first year on the gaming platform (Spotify, 2016).
For more on how Spotify is using its data on listener habits to fine-tune ad targeting and surface engagement moments, see Spotify's Contextual Targeting. To read more about how Pokémon Go is making consumers more receptive to geo-targeting and augmented reality environments, read our Pop Culture Round-Up: June 2016 and State of Mobile: Summer 2016.