Present a new or exciting experience
A final insight from the research highlighted the way to draw people into your pop up is by creating a new or exciting experience. So how could you bring to life a novel and disruptive experience for the public?
Cornetto decided that they would do so by providing something completely original and bespoke to their brand. With the help of iD, Cornetto chose to surprise and delight consumers by challenging cinema expectations with ‘Beyond the Screen’. To do so, we were tasked with creating an immersive experience to resonate with consumers’ everyday lives, whilst amplifying the brand and creating a buzz. As a result, we transformed a prime retail unit at Westfield Stratford into a unique cinematic art-deco theatre pop up that used a combination of 3D-sound cinema and a live theatre to create a unique storytelling experience.
It didn’t stop there, however. The Cornetto ‘Tear & share samples’ offered a further way of engaging with consumers by sampling the product upon entry to be enjoyed during the screening – meaning that the target audience was fully engaged with the brand. This multi-award-winning campaign boosted both online and offline engagement significantly with 83,000 experience visitors and a staggering 6.3 million online impressions.
The Winning Formula
By creating something tailored specifically to your brand - whether it be a new product, experience or special offer - consumers are left with a distinct impression that generates wider word-of-mouth conversations both online and offline.
So, what do you want them to talk about?
If you want to learn more about how pop ups can help your brand test new products, drive sales and make more meaningful and sustained connections with consumers in the real world, then get in touch.