Last word: The Lure Module and Online Advertising
If you live in a metropolitan area, you are surrounded by PokéStops, places where gamers can add items like pokéballs and Pokémon eggs. This means that the apps’ users are stopping by establishments like bars, restaurants, and food trucks to gain access to in-game enhancements. In short, it’s been a boon for local business. It’s what Foursquare hoped to incentivize, what Groupon could have only dreamt of achieving. At bottom, you will find a simple economic model used by savvy business owners. Here is 2PML’s list of the top five technical platforms that will see an impact from Pokémon Go, this week:
- Foursquare will reflect increased foot traffic that will correspond with businesses that have used the lure module to increase in store activity. This is the case for businesses like Chipotle, Jeni’s Ice Creams, and Starbucks.
- Fitbit will see a spike in days where users walked over 10,000 steps.
- Apple Watch will detect an aggregate increase in average heart rate.
- Snapchat will see a spike in its “Add Nearby” function for adding friends.
- Uber / Lyft will see an uptick in travel to places where lures have been placed.
Here is how the lure modules are placed. While this seems extraordinarily abstract (and maybe nonsensical) to some, it is one of the first examples of an app increasing legitimate and primed online to offline demand generation. Brick and mortar businesses are seeing 30-40 new customers per hour at a cost of $1.17. There’s no greater advertising ROI on the market.
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