A pop-up store campaign involves setting up a temporary shop or event space in a high-traffic area. At PMYB, we find that pop-up stores allow for fun innovative ways of promoting brands, products or services. By positioning your temporary space in a high-traffic spot, you pique the curiosity of passers-by encouraging people to stop in and check out your wares. The ‘here today, gone tomorrow’ facet of pop-up stores creates feelings of scarcity and fear of loss, both of which help drive sales or engagements with your target audience. Especially when an influencer or celebrity is involved.
Pop-up stores also provide terrific opportunities to team up with influencers—one of the factors that make PMYB the optimal partner to help implement your event.
One excellent example of how influencers can drive attention to a pop-up shop happened in London in 2013. Adidas was marketing a signature pair of sneakers with basketball star Derrick Rose, then a point guard for the Chicago Bulls. Rather than just set up a standard shop where customers could buy the sneakers, Adidas created a store where they placed different pairs of sneakers on a ten-foot high shelf. The idea was for each shopper to do his or her best basketball jump to grab (and win) a pair of the signature shoes.
Rose was in attendance at the event, and Adidas created a sharp, entertaining video compilation of some of the jumps and customer interactions. Unsurprisingly, the campaign went viral.