Austin, Texas-based Verts Mediterranean Grill cashed in on the week-old “Pokemon Go” phenomenon when it discovered one of its locations was a designated PokéStop, or a place where game players can retrieve virtual balls, eggs and other items to enjoy the game.
On Thursday evening, Verts threw a Pokémon Lure Party at the location, promoted through its Facebook page, social-media brand ambassadors and in-store materials.
The event included an onsite Pokémon Trainer (a player that had reached an advanced level in the game), who provided tips and hacks and answered questions for those new to Pokémon, and the restaurant bought and installed “Lure Modules” to attract Pocket Monsters to the location.
The event increased traffic 114 percent for the day and the unit showed increased sales over the same day last year at the PokéStop-designated restaurant, said Sarah Pendley, the brand’s public relations manager.
“Verts was fortunate in that our in-house designer is a huge Pokémon fan,” Pendley said. “She first told our team about the game last week. After we realized the marketing potential, she kindly explained the ins and outs of the game and even gave us tutorials on how to play. Now everyone at Verts corporate is addicted.”
The marketing team at Verts, which has 33 units in Texas, first discovered its Hill Country Galleria in Austin was a Pokestop on Monday, July 11, and began planning the Lure Party.
“We utilized social media to promote it prior to the event and our brand ambassadors were sent out the day of the event,” Pendley said.
“Our brand ambassadors invited gamers in the area to stop by our restaurant, utilize the lures we set, and sample Verts,” she explained.
Above is how the Verts PokéStop location looks in the “Pokemon Go” smartphone app.
