Adweek: What Brands Can Learn from the Viral Success of Pokemon Go

Pokemon Go phenomenon has swept the nation at a record pace since its release on July 6. In just a matter of days the app has moved to the top of the iOS App Store's chart, and we've seen droves of people gathering in common places across the country, hunting virtual characters with their phones.

While it's difficult to predict the virality and success of any content, we often find that the truly successful have many elements in common, and Pokemon Go has hit on all of them:

Emotional connection: At the core of any brand or campaign is an emotional connection. Pokemon is a franchise that has been around for 20 years and developed deep connections with its fans—old and young. Some people have been fans for years while others, who loved Pokemon as kids, choose to play because it makes them nostalgic for their childhood.

Consumer-focused: It's a game that is accessible to anyone with a smartphone, and it's easy to use (despite some server issues). No complicated or expensive equipment is required. All you need to do is go outside and search.

Visibility: You see them everywhere. Groups of people hunting Pokemon, eyes glued to phones. They are obvious because they are disrupting the normal course of daily human behavior. This naturally sparks interest, prompting observers to seek an explanation by searching or asking others, which causes a ripple effect of awareness.

Social element: It's incredibly social. Pokemon Go is bringing people together in the real (physical) world where they bond over a common interest. It's a welcome change from the walled social interactions online. Because it brings people together physically in a new situation, it has become ideal sharing material for social networks. We are even seeing Pokemon Go related Craigslist Missed Connections!

Headline-worthy: Perhaps the biggest catapult to extreme virality is that it's drawing major headlines on social networks and news outlets. We've seen news about Pokemon Go accidents, health benefits and robberies. The familiarity of the brand and chaos that has ensued has created perfect fodder for the media.

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