AMHERST — The popularity of a smartphone game is prompting a local media company to create a formal three-hour event downtown for those who enjoy playing Pokemon Go.
Counterfeit Cow Productions LLC is putting together what is known as “Lure Night” from 7 to 10 p.m. Thursday.
Matt Heron-Duranti and Sari Gagnon, who own the media company, hope the event will attract people who play the game to Amherst’s commercial district.
“Sari and I are both convinced that this game is setting a brand new precedent in new media marketing and it is very encouraging how small businesses can get involved, offering deals and buying lures for their customers,” Heron-Duranti said.
Lures, which are described as special items in the game designed to attract a Pokemon to a Poke stop, will be placed at 33 locations throughout downtown Amherst between the Town Common and Kendrick Park.
Gagnon, who has a master’s degree in Interactive Media from Quinnipiac University, in Hamden, Connecticut, came up with the concept and said she anticipates small businesses will benefit from this event.
“I think it will set a new precedent for how we approach new media marketing,” Gagnon said.
Heron-Duranti said Pokemon Go appeals to people of all ages and genders and is a fun event that can serve as a substitute to partying.
“Especially in our college town where there may be a lot of partying the first week of school, Lure Night is inspiring students to come out and play instead,” Heron-Duranti said.
Scott Merzbach can be reached at smerzbach@gazettenet.com.
