Singapore malls using Pokemon Go to lure players and shoppers draws scorn from netizens
CapitaLand is among the first companies to take advantage of the Pokemon Go craze arriving in Singapore, launching an Instagram competition that rewards players who take a picture of a Pokemon at one of the real estate firm’s many locations dotted around the island.
Players who take a picture of a Pokemon at a CapitaLand mall, office or home, location-tag the image and use the hashtag #PokemonSTAR, can earn points that can be redeemed for shopping vouchers.
High-end mall ION Orchard has also piggybacked Pokemania, yesterday releasing what the company claimed were “hundreds” of lures to attract the virtual characters. Players who take a picture of a Pokemon Go capture can win shopping vouchers by entering a #IONgraphy social media contest.
However, some players have taken to ION Orchard’s Facebook page to complain about the lack of Pokemon characters that were able to find at the mall, while others have suggested that shoppers are put off by Pokemon players wandering around the mall.
Others complained about the length of time they were expected to spend at the expensive mall to catch Pokemon.
Another player suggested that the ploy to use Pokemon to boost retail sales at the mall would not work because of the tendency among players to be so engrossed in the game that they do not notice their surroundings.
One commented suggested that holding a competition to lure Pokemon players would put off non-playing shoppers.
Singapore’s wildlife parks have also used the augmented reality game as a publicity exercise, announcing that locations where players can win virtual items are to be found at Singapore Zoo, Jurong Bird Park, Night Safari and River Safari. Wildlife Reserves Singapore has warned players not to enter any of the exhibits in search of Pokemon characters.
The Pokemon Go game was given added publicity ahead of its launch in Singapore by an Australian marketer named Sonny Truyen, who in an angry Facebook post last month suggested that Singapore was an inferior place to live because the game wasn’t yet available in the country.
Truyen, who was VP of digital marketing at 99.co, was fired after a torrent of protest to his comments on his employer’s Facebook page.
Singapore newspaper TODAY carried a story today featuring press announcement from a number of government authorities including the police, army, airforce, water authority and national gallery to warn of the dangers of playing the game. The Public Utilities Board reminded players that its mascot, Water Wally, is not a Pokemon.
The story in TODAY reads: “The game has sent legions of players in a frenzy globally, with some venturing into dark alleys and unfamiliar neighbourhoods in search of the imaginary creatures. It has reportedly played a role in robberies and injuries in countries like the United States.
“Authorities in Singapore have issued advisories following the game’s launch, urging players to stay safe and keep out of restricted areas.”
Another clueless mall….look at the labels in there….all high end stuff…..bally, ysl, tiffany etc…..and they think pokemon is the way to attract customers?
Whoever is running their marketing is an idiot.
This quote summed it up:
Jeremy Tan ION Orchard may lure crowds in with Pokémon GO but unlikely it will boost retail sales because these people are there to play, not shop #epicfail
ReplyThe desperation on Orchard Road is getting pretty obvious. Prime example of what not to do, but they’ll do it anyway, because it’s “cheap” marketing.
ReplyActually near Kembangan mrt around to CC there is a lot of water type pokemon psyduck magikarp, dratini….
ReplyHave your say