Rule Breakerz
Client: The Georgia Aquarium
Pokémon Go Case
Rachel Wheeler, Brianna Irvine, Bryan Menetre, Kayla Smith, Andrew McIntyre, and Katelyn
Metcalf
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Rule Breakerz
The Client d
The Georgia Aquarium opened its doors on November 23, 2005. The co founder of Home
Depot, Bernie Marcus, donated $250 million toward the project. It is currently the largest
aquarium in the western hemisphere with over ten million gallons of water. Its uniquely designed
ship shaped building is conveniently located in downtown Atlanta, just north of Centennial
Olympic Park. The Georgia Aquarium is home to approximately one hundred exhibits, that house
over 100,000 different marine animals ranging from: amphibians, birds, bony fish, cartilaginous
fish, invertebrates, mammals, and reptiles. We decided to do our promotional campaign at the
Georgia Aquarium because it is the perfect place to capture water Pokémon. Water Pokémon can
predictably be found in their natural habitat, water. That being said there are four Pokéstops
inside of the Georgia Aquarium, and two right outside. There have already been over eighteen
million visitors to the aquarium since its 2005 opening, and our goal is to bring additional
enjoyment to each visit for new and returning customers.
Target Markets d
The Georgia Aquarium has such a diverse amount of people visiting them from day to
day that it gives this campaign so many options as to who to target. The primary target market
for our promotion is people ages 16-30. This will capture the millennials that have quickly
adopted the Pokémon Go App as well as adults who grew up in the Pokémon era that played as
kids and want to reconnect with that part of their childhood. The secondary target markets for
our promotions are families with kids age 16 and below. Families, especially with younger
parents, tend to be active players of Pokémon Go. The children are so into it that the parents are
playing with them as well, or the children are playing on the parents phone. Both target markets
also fall into the Aquarium’s general markets making it an easy transition for Pokémon Go to
infiltrate and create a successful campaign with the Georgia Aquarium.
The Campaign d
Our team has decided to propose a strong social media hashtag campaign for the Georgia
Aquarium to help increase foot-traffic into the Aquarium. Once the campaign is announced
aquarium followers will be informed to post their own content with the hashtag;
#GottaCatchEmGAA. They will then be entered to win special prizes that range from charging
blocks to behind the scene dolphin experience. There will be a list of specific Pokémon posted
each week that you must catch in order to win the grand prize. The Georgia Aquarium is already
present on Facebook, Instagram, Vine, Twitter, Snapchat and even has a company blog, but our
campaign is going to focus on Facebook, Instagram, Twitter, Snapchat and the blog.
On Facebook we hope to raise awareness for the hashtag competition as well as inform
the Pokémon Go users about different animals that are similar to the ones in the game.
Announcements about the status of the competition and prizes to be won that day will also be put
on Facebook along with rare Pokémon visitors have caught.
On Twitter the hashtag, #GottaCatchEmGAA, will be used in full force to help drive
consumer interaction and consumer created content. The Georgia Aquarium will be live tweeting
throughout the week to have followers keep up with the highest CPs and rare Pokémon being
found at the Pokéstops. Twitter will also create funny and whimsical content for Pokémon Go
users to like, share, and retweet on Twitter to increase a brand personality for the Georgia
Aquarium beyond the hashtag competition. Facebook and Twitter are going to look very similar
due to the primary and secondary target markets. Our primary target is usually on all forms of
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Rule Breakerz
social media so they will be exposed to the information twice daily instead of once, which can be
a good thing, but our secondary market of young families are the reason why Facebook will be
run similarly to Twitter. Adults, non-millennials, are less likely to have a Twitter but they are all
over Facebook since it is the largest social media platform. In order to reach them and bring in
themselves and their families we felt that important information needed to be posted again on
Facebook along with Twitter.
On Instagram the hashtag, #GottaCatchEmGAA will also be utilized along with other
Pokémon and Atlanta related hashtags to bring in other local users that haven’t followed the
Georgia Aquarium social media. Instagram will also showcase the highest CP caught each day
and the rare Pokémon. At the end of the week Instagram will be the main platform showcasing
the winners of the hashtag competition.
The goal of the Snapchat application will be to increase consumer interaction with the
Georgia Aquarium. There will be a Pokémon themed Snapchat filter that Georgia Aquarium
visitors will be able to use while at the facility as well as be eligible to post their snap stories to a
separate “Gotta Catch Em GAA” Snapchat story. We chose to use Snapchat because the
aquarium along with all the users will be able to see in real time what is going on at the
Aquarium and can act as a hype mechanism to get that final little push everyday of people that
wouldn’t have come, but because they saw someone catch a rare Pokémon they decided to come
down and check things out.
Finally, the Georgia Aquarium blog will be used to update readers on how the campaign
is going, what people are learning about the animals through playing Pokémon Go, the high CPs,
the Pokémon, etc. It will basically act is summary of the events as they transpire.
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