The Secret to Success Behind Pokémon Go and How to Harness It 09/21/16 | There is a good chance you've heard of the phenomenon of Pokémon Go – it's gained a significant following since it's release. But there's a chance you may be questioning "what's the secret behind it?" Within the first week Pokémon Go had at least 15 million users. The hype train was large and bustling. It's been reported that users would spend significantly more time on the app than social media platforms like Facebook and Twitter. Currently, the app has been installed over 100 million times and is the fastest game to ever hit $500 million in revenue. The Pokémon Company CEO Tsunekazu Ishihara said, “The phenomenal success of Pokémon Go during the brand’s 20-year celebration is an incredible reminder of how many people around the world love Pokémon.” Yes, Tsunekazu, it is that or it is an incredible revelation of the secret to success in marketing. Which can be found in understanding your target market. Here’s the secret: Social Scientist Brené Brown can help us out here. During her research she did a six year study to discover what the root desire of all humans is. In her study, she discovered it was connection. Now think about it. Pokémon Go is both nostalgic and fresh, and as humans, we love to reminisce. Why? Because that time or thing two or more people enjoyed together immediately brings connection. Hence, it is no wonder Brittany Spears’s “Oops I Did It Again” is still a number one hit jam for Millennial girls in a car. Because well—let’s face it—we’ve all been there. Also, Pokémon Go is quite possibly the most real-world interactive game out there. Everything about it is drenched in connection. It is a social game that encourages others to interact with one another. There are stories upon stories of complete strangers being brought together in positive ways just by playing the game alone – whether that is in gyms, coffee shops, or at churches. The community it has brought is clearly evident. In summary, the creators brilliantly took the virtual and connected it with reality. For a literal example, the first week the game came out masses of people could be found gathered together at poké stops. At parks, people were found out all the way up to midnight and on. Where conversation was held, snacks were brought, coolers filled with drinks were shared, and together all were singing the Pokémon theme song with strangers they had just met. Check it out here: img_1847-mov They were connected. What is the theme of the most used gaming systems around the world? Mindcraft, World of Warcraft, Call of Duty? Or the most successful marketing campaigns? Nike’s Just Do It, Dove’s Real Beauty, or Apple’s Get a Mac? They all connect with others. Mindcraft, World of Warcraft, Call of Duty allows other others to talk and play with each other through the Internet from all over the world. Connection. Nike’s Just Do It campaign was birthed out of a fitness frenzy in the late 1980’s. They saw what was stirring the hearts of the people, human’s innate desire to be productive, and connected with it. Dove’s real beauty campaign was aware of the cultural pressure to be “perfect” and acknowledged the anxiety and comparison many girls were struggling with. They deeply connected with them. Apple’s Get a Mac campaign personified the PC and the Mac. Allowing consumers to see themselves in relation to the computers and then to connect with the younger more hip version of who they wanted to be. It connected with human the desire to be cool and accepted. Pokémon Go took this to a whole new level when the ability for others to connect was not just a virtual concept, but was one that shifted into reality. This, my friends, is the secret to success and the power behind marketing. Connection. It is the ability to connect your business, your campaign, social media platforms, and more with others. The ability to be insightful and in tune with understanding and relating to humanity and it’s desires. How do you harness this? Seek to understand before being understood. Simply, seek to truly connect with others and of course, seek Pikachu.