Disruptive marketing in action: The Pokémon Go effect

The record-breaking release of augmented reality game Pokemon Go is already showing signs of influencing businesses of all sizes, with many quickly catching on to the hype of the addictive hunting game and using it to their advantage.
Small businesses in particular are benefiting from the craze, with many using in-app purchases known as ‘Lure Modules’ in order to attract Pokemon, with those looking to catch them following suit. Examples of such creative marketing strategies include&n