1. SOCIAL - TIKTOK
TikTok has been leading the way recently with sophisticated algorithms that allow for highly targeted content, which has created roaring success for event organizers. The key is to create a once-in-a-lifetime, here today, gone tomorrow experience. Seed this to TikTok and ensure every guest through the door posts.
To Seed: Latch on to a trend / Utilise Influencers / Create a hashtag contest / Re-post other user trend videos on your channel.
Austin Robertson, 19, London has a killer pop-up shop that utilizes the power of TikTok to drive sales in excess of £50K per day. Not bad for a kid fresh out of college. Get the full story here.
2. ENGAGE & AMPLIFY - PHOTO & VIDEO EXPERIENCES
Create engaging brand experiences utilising content capture sets. We call these activations 'Instagram Gold Moments'. These immersive sets can be used to create one-of-a-kind content, that consumers will treasure, share and talk about.
The Tech: Studio quality lighting / Photobooth / 360 Booth / GIF Booth / Boomerang Booth / Hashtag Printers
3. SAMPLING - SOCIAL VENDING MACHINES
Create LDN pioneered social vending in the UK, way back in 2013 for Benefit Cosmetics. Used initially to drive PR, we have seen this technology grow into a mainstay for a range of brand experiences of all types.
The appeal is simple; interactive vending exchanges merch and samples for social amplification and consumer data... a win-win for both. All successful pop-up shops give away something to draw in the punters, so it is a no-brainer to use social vending to boost this interaction.
The Tech: Social vending machines / Interactive vending to collect data / Utilisation of fun engagement mechanics such as emotion recognition and on-screen games
Here at CreateLDN, an event production agency in London, we created a dance-reactive vending machine for Reebok on behalf of brand experience agency, Hyperactive. The surprise and delight moment gifted users a shiny new pair of Reebok socks and it was the most popular activity at the influencer event by a mile!
4. SALES - THE BEST PDQ MACHINES
Let's not forget the main goal of a pop-up shop...sales! Increasingly brands are utilising experiences not only to provide a valuable free experience but to sell unique one-off items. This makes sense as sales contribute to the budget for the event production and consumers get their hands on unique highly sought-after product drops.
In order to sell, you require a PDQ system that is both easy to set up and reliable. It should have 4G capability in case your WIFI goes down and be battery operated in case of power issues (you only have one chance to sell and the system being down for even a few hours in a day can be detrimental).
What to look for: Both WIFI and 4G functionality / Battery power / Quick set-up / Simplicity / Solid support / A system without the requirement to open an operator bank account / No contract
Our choice for smaller pop-ups with around £20K turnover per day is iZettle.
Brands should also look to incorporate Bitcoin payments into their shop. The OG currency is gaining popularity year-on-year and if you want to be seen as current, especially with Gen Z and Y, let them interact with you in digital native currency. Providers such as BitPay can facilitate BTC transactions, convert and pay you in your local currency.
5. GAMIFIED MICROSITE/ APP
Gamified microsites with juicy content for customers to interact with the pop-up, pre and post-experience are a must. Microsites are cost-effective to develop and customise, providing great ROI for brands looking for a deeper connection and further amplification.
What to include: Gamification to interact from home / Shop photo & video content / Product vouchers / Hints, tips, and tutorials / Information on upcoming events / Information on artists, musicians and collaborators
