The speed at which Pokemon GO has spread is unprecedented. Less than a week after launch, this augmented reality mobile exploration game has been installed on twice as many phones as Tinder, it has double the engagement of Snapchat, and it is eclipsing Twitter in its percentage of daily active users.
People are spending so much time journeying around looking for Pokemon that getting sore legs from playing for hours on end has practically become its own meme.
Smart businesses have caught on too. As Pokemon GO users traverse their towns in search of Pokemon, local stores, restaurants, movie theaters and other businesses are capitalizing on this massive opportunity, driving huge amounts of foot traffic and conversions both with simple in-app purchases and creative marketing campaigns.