The Pokemon Go Effect: Agencies Pile on the Craze

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By: Digiday

Turns out, nobody is immune.

Pokémon Go is the hottest augmented reality mobile game in the world. Players catch and train special creatures called Pokémon. It has become nothing less than a cultural sensation in the blink of an eye.

Agencies are no exception. Ad agencies are using emerging channels like Slack to manage the game frenzy, while some already started integrating Pokémon Go into retail marketing.

A new Slack channel
Yoshi Suzuki-Lambrecht, senior strategist for Mirum, started playing Pokémon when he was in high school in Japan. The new game is so nostalgic that he has been playing Pokémon Go non-stop for the past four days. “I need some time to figure out how to navigate the new game. It requires some experimental learning,” said Suzuki-Lambrecht. He’s getting there: “I am pretty proud of my Porygon — I haven’t seen anyone with it yet.”

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