Runners Can Play 'Pokémon Go' at Virgin Active's 'Pokérun'
Erica Francis — July 18, 2016 — Tech
References: virginactive & twitter
Pokérun is Virgin Active's newest 5K and it's all based on the augmented reality game that's taken the world by storm, Pokémon GO. The novel idea will launch in London, England.
Athletes and Pokémon GO fans alike can get their game on while getting active. The run will start and end at Virgin Active's Wallbrook club and will be led by qualified personal trainers. Participants will be guided along the Thames river and will feature many PokéStops. Players will have opportunities to catch both water and land Pokémon while training their bodies.
Pokérun is a great way for Virgin Active to capitalize on the popularity of Pokémon GO. The event will likely create a social media frenzy due to its uniqueness and because it's being conducted in a major tourist hot spot in London. This new 5K will allow the company to reach out to young men who may normally not be interested in physical activity. At the same time, it's a fun way for the brand to involve dedicated marathoners.
Athletes and Pokémon GO fans alike can get their game on while getting active. The run will start and end at Virgin Active's Wallbrook club and will be led by qualified personal trainers. Participants will be guided along the Thames river and will feature many PokéStops. Players will have opportunities to catch both water and land Pokémon while training their bodies.
Pokérun is a great way for Virgin Active to capitalize on the popularity of Pokémon GO. The event will likely create a social media frenzy due to its uniqueness and because it's being conducted in a major tourist hot spot in London. This new 5K will allow the company to reach out to young men who may normally not be interested in physical activity. At the same time, it's a fun way for the brand to involve dedicated marathoners.
Trend Themes
1. Augmented Reality Fitness - Creating fitness experiences that integrate augmented reality games like Pokémon GO to make workouts more engaging and exciting.
2. Social Media Fitness Challenges - Developing fitness events that generate buzz on social media platforms by combining physical activity with trending online games or challenges.
3. Targeting Niche Market Demographics - Identifying and catering to specific demographic groups, like young men, who may not typically engage in traditional fitness activities.
Industry Implications
1. Fitness & Wellness - Integrating augmented reality technology and online gaming into fitness programs to attract a wider range of participants and enhance the overall experience.
2. Tourism & Hospitality - Creating unique fitness events in popular tourist destinations to attract both local participants and tourists looking for novel physical activities.
3. Brand Activation & Marketing - Using gamified fitness events as a marketing strategy to increase brand visibility, engage target audiences, and generate social media buzz.
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