What’s happened?
Pokémon Go has quickly become the world’s biggest mobile game, leaving marketers eager to associate themselves with the app. McDonald’s Japan has been announced as a sponsor, the first and currently only company to feature paid locations by turning their 3,000 restaurants in Japan into Pokestops and gyms to attract users.

This has not prevented other companies aligning themselves with the craze offline. Pokémon has been featured in offline creative including digital billboards and in store displays, with brands adapting creative to remain relevant to their audience. Additionally some small businesses including cafes and shops have begun purchasing “lures”, which are available for any user of the app to purchase, to draw in rare and harder to find Pokémon and with them Pokémon Go users.