Brands are using augmented reality technology, computer games and yoga classes to engage shoppers.
Major international brands open branded pop-up stores during the most popular pre-holiday shopping period. To attract customers and increase interest in their own brands, they use augmented reality technology, computer games and even yoga classes. At the same time, non-trivial gift ideas and a festive atmosphere for posting photos on social networks open up for consumers in new bright locations.
Yahoo Mail and BuzzFeed
Email service Yahoo Mail has unveiled a new design to customers by partnering with Internet news company BuzzFeed. The companies spent a "long weekend" in New York, providing guests with many interesting interactive sections. In the pop-up space, an "Unsubscribe" carnival booth was set up, where customers could crumple and throw unwanted emails into a bucket while a "spam man" tried to block their attempts. A mini-market was also presented here, where BuzzFeed and Yahoo held their offline quizzes with prizes.
French fashion house presented to the public a pop-up space stylized as a stylish ski chalet, inspired by the 2019 holiday campaign for the Chanel No.5 L'eau fragrance. Visitors to the makeshift New York store were offered ice skating, seasonal treats and photo shoots. The brand has also created an augmented reality activity, inviting guests to unlock the signature snow globe on their mobile devices.
Media company The Skimm has announced the launch of its first online store and pop-up space to make holiday shopping more comfortable and convenient. The campaign was launched following The Skimm's audience survey, which revealed that readers spend about 20 hours preparing for the holiday season, and for two-thirds of respondents buying gifts is stressful. The Skimm's first retail store is open in New York City, offering a wide selection of gifts, travel and wellness items. The pop-up space also airs sports classes, wine tastings and Skimm's signature podcasts.
Danish Lego manufacturer marked by an unusual campaign in London. In partnership with The Savoy chain, the brand opened 12 colorful installations in hotels, including a huge dragon tree and a Harley Davidson motorcycle assembled from designer parts. The action is dedicated to the 30th anniversary of the first global Lego campaign under the motto Rebuild the World, which aimed to inspire consumers to create throughout life.
Media company PopSugar spent an entire day meeting with its large, predominantly female audience at Bryant Park in New York. She collaborated with David Stark Design to design a chalet-style space featuring interactive booths from partner brands including Elf Cosmetics, Athleta and Nature's Way. Customers were offered free meditation and yoga sessions, as well as a festive shopping bazaar and treats.
Department store chain Kohl's has partnered with advertising agency BMF to create a pop-up store in New York City, inviting consumers to shop for famous brands and trendy brands through the use of interactive storefronts. The booth featured the Vera Wang space, where guests could get their own digital sketch created by the designer, and the Elizabeth and James space, which featured free monogrammed t-shirts and sweatshirts. In addition, Kohl's launched a service via Snapchat that allows users outside of New York to view 3D versions of holiday windows, pose with a Vera Wang avatar and shop online.
Facebook showcased its fundraising capabilities to help families in need through the non-profit organization Military Mama Networ by opening pop-up locations in New York, Los Angeles and Chicago. The social platform was developed in collaboration with creative agency Proud Robinson. Users were offered large gift boxes with QR codes that led to donation pages on the social network.
Netflix and CSM also presented charity pop-up spaces in Chicago, Los Angeles and New York to celebrate the release of Klaus' first streaming animated film about Santa's origin story. The company also launched a larger "Letters to Klaus" campaign to fulfill holiday wishes from children received through the Big Brothers Big Sisters of America charity. Brand ambassadors handed out giant "mystery gifts" in every city as part of a campaign to distribute 1,000 surprises to random passers-by, encouraging people to help local communities in need.