Airwalk’s Invisible Pop-Up Store
Image source: psfk.com
11 November 2010: Through a unique combination of pop-up retail, augmented reality and social media the world’s first invisible pop-up store has hit the streets. Using augmented reality on mobile devices, Airwalk designed a unique shopper experience for the launch of a limited edition sneaker. By seeding the idea on influential sneaker blogs, Airwalk succeeded in getting customers to sign up to an ‘invisible pop up-store channel’ hosted on the mobile platform, Goldrun Fans were urged to download an app that sent them to special locations where through their phones and augmented reality they were able to see the new sneaker. Participants were then instructed to take a photo to receive an exclusive promotional code to purchase the limited edition shoe. This innovative campaign successful tapped into people’s natural curiosity, encouraging participation through Mystery.
Eric Deyer, Vice President of Brand Management for Airwalk, believes the concept was perfect for their young target audience. “Airwalk is a youth-focused brand,” Deyer explains. “It is critical for us to continually find fresh, relevant ways to connect with our target consumers.” The invisible, digital component of the pop-up store concept kept the launch fun and young, while the store itself encouraged consumers to head out and buy themselves a pair of Airwalks.
Read more at PSFK
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