Branded Pokémon Go Content – the great, the good and the ugly

by Chris Airey

Published on
August 2, 2016

The app that’s impossible to avoid. Just weeks ago, Pokémon was a fond but distant memory for my generation; an experience mutually shared but rarely brought up. But after a stroke of intertextual genius by those at Nintendo, our phones have become a gateway back into a franchise still ripe with engagement potential.

With a brand’s digital voice being one of its most powerful assets, marketing departments all over Australia have been flurrying ever since to jump on the Pokémon bandwagon. Here are three Australian brands and their attempts to engage Pokésavvy Australians.

Woolworths

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Woolies has always been a shining beacon of digital brand engagement. The brand has a noteworthy history of simply ‘getting it right’ when it comes to tone of voice, messaging and purpose for each of their social platforms. This Poképost is no exception. Another stroke of genius was to share user-generated content in their comment section.

The Numbers
39,000+ Likes
7,910 Shares
15,503 Comments
A Good Hit!

KFC

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Let’s face it, it’s hard being a digitally-savvy fast food brand. The competition is stiff and attention spans are short. KFC made a decent attempt on their Facebook page, however, I do have some gripes. The attempt at product placement is clunky and very basic word association. Requesting user-generated content isn’t ideal. Instead your content must be organic enough to warrant consumer engagement rather than having to call out for it.

The Numbers
5,400+ Likes
404 Shares
1,369 Comments

Translink

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Translink put in a good effort but I can’t help feel they didn’t hit their potential. There seemed to be minimal effort to engage and instead newsjack a phenomena for a few quick likes. We’re also not sure why they referred to Pokémon Trainers as ‘PokeMasters’. A real shame since using public transport to play Pokémon Go is one of the best ways to discover where the little critters are hanging out.

The Numbers
6,200+ Likes
494 Shares
895 Comments (Most look like this)

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