Hysan Placce

Singapore retailers are capitalising on the Pokemon Go craze, with campaigns being launched at CapitaLand properties as well as Ion Mall.

Pokemon Go TraceCapitaLand has launched a promotional campaign across its integrated developments, shopping malls, serviced residences, offices and homes. Players (“trainers”) who photograph a Pokemon on Instagram at one of their locations can earn points that can be redeemed for shopping vouchers.

“CapitaLand keeps a close pulse on what matters most to our customers, tapping emerging trends to offer the most timely and relevant products and services to them,” says president/group CEO Lim Ming Yan. “Pokemon Go is a global cultural phenomenon that has brought people together to interact and socialise through an interactive game.”

CapitaLand Mall Asia CEO Jason Leow says Pokemon trainers can be rewarded with points and vouchers under the CapitaStar mall rewards program.

For four days this month CapitaLand is running #PokemonStar, a first-of-its-kind O2O campaign that combines augmented reality with the group’s properties as well as its digital and social-media platforms.

To add to the fun, there is even a pop-up Pokemon Cafe at Bugis Junction.

Beyond Singapore, CapitaLand’s serviced residence arm, The Ascott Limited, will launch “Pokemon Safaris” at its Ascott, Citadines and Somerset serviced residences in Australia, Europe, India, Singapore and Vietnam.

Meanwhile, Ion Orchard has “hundreds” of Pokemon Go lures until August 21.

Orchard Turn Developments, the mall manager, has partnered with its stores to offer rewards to players. A social-media contest offers a S$50 (US$37) shopping voucher for Pokemon Go capture screenshots uploaded to the mall’s Facebook and/or Instagram pages.

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