Pop up retail stores, restaurants, and night clubs are one of the hottest trends in experiential marketing right now. They enable brands to let consumers experience their product/service outside of their conventional arenas and in turn form a more emotional connection.
I just finished reading an article on Springwise about a pop up laundromat. This was debuted at a music festival in the Netherlands where it would be just plain strange to see an event-goer without mud from head to toe. The festival organizers created a sponsorship partnership with Wrangler and erected an 18m tent on the grounds of the event.
Revelers could pop in and drop off their dirty clothes, pick up a pair of black overalls and continue to enjoy the show. They were sent a text message when their clean clothes were ready for pick up!
I just love this idea of incorporating an experience that is a win/win for everyone involved…the guests get a valuable experience, the event producers get to offer value added and the sponsoring company gets unique exposure for their brand. The key here is relevance.
Think about what you can do at your next event to create a relevant brand experience that will set your event apart from the crowd.
Photo source: Flickr