What began as an April’s Fools joke is now the current fascination of the Mad Genius labs. The multi-layered smartphone app, Pokémon Go, is a global phenomenon and a case study in taking an already beloved, established brand to the nth level.

A quick Google reveals nearly 5 thousand articles written in 4 days by international news outlets. After sorting through thinkpieces on viral technology, reporting on mishaps and safety issues, and profit projections for Nintendo, there isn’t much to add to the digital ether that hasn’t already been discussed.

That being said, we would like to share what we’ve seen so far and how it relates to our work as Mad Geniuses:

Pokémon Go’ Beat Daily Usage for Facebook, Twitter, and Snapchat

In its single week of existence, downloads of Pokémon Go have hit 15 million, and users are spending more time on it than any other app. To people familiar with the video game industry, though, the brand didn’t come out of nowhere. Pokémon is one of the biggest video game franchises in the world, and its success for the past 20 years means there is more than one generation of devoted fans. For years and years, Pokémon developed the base-level brand awareness that lead to the Pokémon explosion we’re currently witnessing.

Pokémon Go is an “overnight sensation” that took 20 years to build. Slow and steady wins the race.

Simple, Intuitive Design

Pokemon Go is simple enough that players who cannot navigate video game menus or even know what a Pokemon is can still catch them all. The only skill you need is being able to swipe the Poké Ball at your Pokémon, something that barely even qualifies as a “skill.” The game is a natural extension of the computer that’s already in our hands. We’re dedicated fans of simple, easy to use products, and Pokémon Go is a good reminder of how well that works.

Impeccable Timing

School’s out for summer! Could you imagine kids bundled up like Randy from A Christmas Story, braving patches of black ice in order to catch a Jigglypuff? He can’t put his arms down! It’s cinematic, but it’s not safe or advisable.

Pokémon Go’s July 6th launch was precise. We are outside the most during summer months, adults typically go on vacation, and kids are out of school. Scheduling the launch of content remains uniquely important for businesses, whether we are holding back the release of amazing work we’re excited to share or working around the clock to meet crucial deadlines.

Local Engagement

In 2014, performance artist Miranda July launched an app called Somebody – a complex, GPS-based messaging system where users personally delivered messages to strangers after accepting the challenge in the app. Around 10,000 messages were delivered in the year the app existed. This kind of experimentation – one that uses digital systems to augment reality, has never caught on like Pokémon Go. By using real-life landmarks and precisely accurate aerial maps, Pokémon Go users are given an easy way to tap into a community and socially engage as little or as much as they want. With their phone as their console, indoor gamers who typically play behind monitors at home are now playing with their opponents in person.

At Mad Genius, we work to keep abreast of new ways to improve location-based digital marketing and look forward to seeing how Pokémon Go can be used. The app is already being used heavily by the restaurant industry, bringing in players by using “lures” to fill their dining rooms with Pokémon.  Some players are marketing themselves by using the app to try and find dates. Marketers have all sat in meetings pondering how to deliver real-world traffic for businesses and events. Little did we know that the answer was digital cartoon monsters.

A Personal Pokémon Note

I took a break yesterday afternoon, and instead of petting our office dog and refilling my water, I went outside. After walking up down the street in front of the office hoping to see a Pokémon with no results, I felt disheartened. I could see that some were nearby, but they were a little too far to walk. Suddenly, Mad Genius producer Kevin Slark stuck his head out of the front door and yelled, “Do you have any incense?” I yelled,”I hate incense!” back to him, not realizing that players earn “incense” in the game, and they can use it to lure Pokémon to their location. After activating my lure, I caught the menacingly cute Rattata. You live and you learn.