Nintendo's surprise hit Pokémon Go mobile app is going gangbusters, increasing the gaming company's value by $7 billion.
The location-based game, which came out Thursday, uses augmented reality to place Pokémon characters in the real world for users to find and collect. The mobile app became immensely popular almost immediately and is already causing small businesses to tweak their in-store marketing. Tech vendor Similarweb predicts the app will amass more daily active users than Twitter in the coming days.
With that stat in mind, Adweek asked social media company Spredfast to crunch additional data about Pokémon Go. Since July 6, it has been mentioned on Twitter 6.6 million times, with 59 percent of the chatter coming from young guys. The discussion peaked Sunday night at 10 p.m., when 130,000 tweets about the game were being fired off during the hour.
Spredfast also pulled some interesting stats about where the game was most popular. Culver City, Calif.; Houston; Chicago; San Antonio; and Manhattan were the buzziest locations, according to the company.
And, of course, brands armed with savvy real-time social teams have been quick to jump on board and chat with people playing the game. Check out tweets from Southwest Airlines, KFC France, Sprint, Walmart and others below, though it looks like Walmart doesn't quite understand the game.
— Best Buy News (@BBYNews) July 11, 2016
— Mall of America (@mallofamerica) July 10, 2016
— DraftKings (@DraftKings) July 11, 2016
— Moe'sSouthwestGrill (@Moes_HQ) July 10, 2016
@HuntrWallce Good job keeping our flight Drowzee free, Hunter! Let's hope you get to catch a rare Pokemon in the air! Enjoy the flight! ^WH
— Southwest Airlines (@SouthwestAir) July 10, 2016
Trying to catch all the colorful characters? We understand how that goes. – The M&M'S Crew pic.twitter.com/x81gDZRg3U
— M&M'S® Brand (@mmschocolate) July 11, 2016
So…Our engineering dept all just took the day off, saying "gotta catch 'em all." Expect delays. #PokemonGO
— Lenovo (@lenovo) July 11, 2016
— KFC France (@KFCFrance) July 10, 2016
@aggressivepasta Oh no! What type of Pokemon item are you looking for? Let us know and we will try and help. -Pia
— Walmart (@Walmart) July 9, 2016
@tiedyecacti_ The Pokemon know a good place when they see it. 😉 ^CH
— Publix (@Publix) July 11, 2016
@chadsantos Los Pokemon son en las tiendas participantes. Usted puede pedir a su McD's si están llegando a su ubicación .
— McDonald's (@McDonaldsCorp) June 18, 2016
— Sprint (@sprint) July 11, 2016