How Visit Anaheim Is Driving Foot Traffic To Local Sites With A Pokémon Go Promo
Turns out that the Anaheim Convention Center is a ‘gym’ for Pokémon trainers — and that’s a good thing for local biz.
The city of Anaheim is known for Disneyland, but the “Happiest Place on Earth” just might be the happiest place for Pokémon Go trainers: Following the launch of the massively popular augmented reality game, it turned out that the theme park was a hotbed for “Pokéstops” and rare Pokémon.
The tourism bureau took notice. Visit Anaheim published a blog post entitled “Best Places for Pokémon Go in Anaheim,” aimed at increasing foot traffic to destinations like Downtown Disney and the Anaheim Convention Center from visitors and locals alike.
“Visit Anaheim’s PR/Communications team started to notice the media sensation surrounding the game and… noticed that exploring the user’s surrounding is the key driver,” a spokesperson for Visit Anaheim told GeoMarketing. “The team instantly saw an opportunity to join the conversation. [We] created a list of iconic and lesser-known attractions to encourage foot traffic in those areas. The team set out to take screen shots of each location and noticed that heavily trafficked areas in real life are also very popular in the game – for example Anaheim Convention Center is a gym – making it a win-win for us and the players.”
It’s also a win for local businesses. Shops in the Downtown Disney district are likely to see a boon from visiting Pokémon players, and plenty of people are willing to pay admission fees to for shows, rides, and more — just to access the Pokéstops inside. That’s what makes Pokémon Go so powerful from a marketer perspective: Because the app is location-based, it is naturally tied to real world places in real-time — making it an incredibly effective vehicle for driving foot traffic.
While no metrics have been released on how Visit Anaheim’s blog post has affected place visits and sales numbers, the post itself has certainly been widely read, indicating its potential to influence.
“[The post] has been wildly successful,” Visit Anaheim’s spokesperson clarified. “Our daily web traffic on Wednesday July 13th was the highest since September 29th, 2015 and the third highest overall in the last year.”
Read more about what Pokémon Go mania means for marketers, here.