Rice U. expert: Companies can capitalize on Pokémon

EXPERT ALERT

David Ruth
713-348-6327
david@rice.edu

Jeff Falk
713-348-6775
jfalk@rice.edu

Rice U. expert: Companies can capitalize on Pokémon

HOUSTON – (July 20, 2016) – Theme parks and restaurants are capitalizing on the Pokémon Go sensation, using the popular augmented reality game to promote their own offerings, according to news reports.

Credit: shutterstock.com/Rice University

Scott Sonenshein, the Henry Gardiner Symonds Professor of Management at Rice University’s Jones Graduate School of Business, is available to comment on this development and its implications for advertising.

Sonenshein said this form of advertising is increasingly important for three reasons: “First, organizations have bigger strains on their budgets and want to get the most out of their advertising with the fewest resources. Second, a more creative use of resources is more likely to get noticed. Third, attaching to a hot brand and being associated with it makes your own brand more valuable.

“Organizations can benefit in several ways through resourceful advertising,” he said. “They can save money by linking to other organizations’ hot brands and better capture consumers’ attention with campaigns that stand out in a crowded media space.”

Sonenshein teaches courses in organizational behavior, change and leadership and is the author of the forthcoming book “STRETCH: Unlock the Power of Less — and Achieve More Than You Ever Imagined.”

To schedule an interview with Sonenshein, contact Jeff Falk, associate director of national media relations at Rice, at jfalk@rice.edu or 713-348-6775.

Rice University has a VideoLink ReadyCam TV interview studio. ReadyCam is capable of transmitting broadcast-quality standard-definition and high-definition video directly to all news media organizations around the world 24/7.

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Follow Scott Sonenshein on Twitter @ScottSonenshein.

Follow the Jones Graduate School of Business on Twitter @RiceMBA.

Follow Rice News and Media Relations on Twitter @RiceUNews.

Related materials:

Sonenshein bio: http://sonenshein.rice.edu.

Jones Graduate School of Business: http://business.rice.edu.