Right way to catch 'em?

I haven't been living under a rock. I too am thrilled by augmented reality. I'm just not a very involved gamer, although I do admit to being glued to "Draw Something" while the craze lasted. And I initially thought this was just that - the obsession about Pokémon Go is only a passing fad.

While that still may be so, the numbers are undeniable. From articles about the billions it has already raked in for Nintendo, to Pokémon concentrations all over the city, to how the game has fundamentally changed the world of local marketing, the stories keep appearing everywhere.

But then an ad shows up on the newsfeed and makes one wonder if this is taking it a bit too far  - an app for connecting healthcare seekers to providers trying to start relationship marketing and incentivizing subscription through Pokécoin giveaways! Marketers often tend to overanalyze strategy and brand connect, and maybe there is nothing wrong in trying to engage with your audience by piggy-backing on whatever's popular at the moment. At the very least, I would be curious to know the response rates for this remarketed sponsored post from opencare.com (refer to screenshot above). I think it's an example of context over content. My gut feeling is that while it may help with the subscription number targets, the subscribers lured in may not be very relevant for the brand. What do you think? How is this for a method to entice subscribers? Should we brace ourselves for more such marketing content jumping on the Pokémon Go bandwagon?