Trends How many hotels are still riding the Pokemon GO bandwagon?

A few weeks ago we published some early numbers on how many hotels were jumping on the Pokemon GO bandwagon. Despite being early, the trendline seemed to be dropping precipitously. Many of you have asked what’s happened since then, so here’s a quick update.

The Goods
We used the same sample and criteria as our first analysis with the one change being the dates we analyzed. Once again we counted what percentage of properties on each channel mentioned Pokemon at least once on any given day and plotted the results. For example, if 1,000 hotels tweeted and 20 mentioned Pokemon on Monday, that would be 2% on the chart below.

After hovering around 2.5% for the days immediately following our first analysis, mentions have steadily dropped but still haven’t hit zero. The first 12 days of our analysis saw 9.2% of all hotels and 1.2% of all hotel tweets mentioning Pokemon. In the last 12 days those numbers have been 3.6% and 0.4% respectively.

What This Means
Even though marketing media haven’t talked about Pokemon GO for a couple weeks now, it appears that marketers on the ground are still getting enough value out of the movement to keep it in their branded conversations. This is an important lesson.

Marketers and marketing media quickly move on from topics once the initial buzz starts to fade, but that doesn’t mean you have to. If you find something that’s still working, don’t let the lack of marketing crowds discourage your efforts.

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