Industry Voice
How to Launch Your First Pop-Up Kiosk Campaign
- July 11, 2022
A pop-up kiosk can be just one element of a successful creative experience marketing strategy.
A pop-up kiosk refers to a temporary storefront that comes as a freestanding stall, like those seen at fairs or malls. It builds brand awareness by appealing to new consumers and giving existing customers a new way to engage with your brand.
A pop-up kiosk campaign may seem to entail a lot of effort for a short experience, but it is well worth it. One of the key benefits of this type of campaign is its versatility. You can reach your audience wherever they are. For example, you can set up a street pop-up kiosk in a local neighborhood or a park pop-up kiosk in a popular park.
Pop-up kiosks significantly reduce your risk because it does not require a large budget while letting you test out creative marketing ideas or new physical locations. You can then analyze which neighborhoods or locations receive the most attention ahead of planning a more permanent location.
Pop-up kiosks can provide a great return. For example, you pay just 20% of the normal rent when renting space for a pop-up. A kiosk is a smart marketing investment because it reduces risk, especially because it’s only around for a short time.
A pop-up kiosk campaign provides the added benefit of increased word-of-mouth because it creates a sense of urgency. Consumers will want to buy because they know your kiosk won’t be there for long. This can be a major draw for spontaneous or impulse purchases.
Pop-up kiosks are just one type of experience marketing that the NVE Experience Agency offers. One notable NVE campaign involving pop-up kiosks is the Last One Laughing Amazon Mexico campaign. Participants were challenged to last 30 seconds without smiling. If they did, they got to record a joke and won prizes.
Below are some examples of pop-up kiosks by big-name brands that you can use as inspiration for your next creative experience marketing campaign.
Kylie Cosmetics first offered products in-person via pop-up stores.
When Kylie Cosmetics decided to start selling products in brick-and-mortar in addition to her online platform, the company started with pop-up stores. This allowed the brand to introduce a new way of shopping and provided new opportunities to introduce new product lines. Kylie Cosmetics has also used kiosks to launch its clothing line which includes hoodies and lingerie with Kylie Jenner’s face and name.
CÎROC used a pop-up experience to introduce its limited-edition Summer Citrus.
With some help from NVE, CÎROC showcased its new, limited-edition beverage via mobile pop-up experiences. Instead of just relying on traditional kiosks, this campaign included a street pop-up kiosk in the form of a drink truck. This event took place at the UNKWWN retail shop in Wynwood, parking the branded drink truck on the basketball court. This positioning maximized the exposure of the launch, helping attract new customers and brand loyalists alike.
This event highlighted a creative experience for pop-up marketing, thanks to the inclusion of a branded boat. It also showed the benefits of incorporating celebrities and performances into a pop-up campaign. The event included American rapper Swae Lee performing atop a branded yacht on the Miami River.
Yahoo! Mail promoted its new features with a pop-up arcade.
Yahoo! Mail enlisted the help of NVE to create a pop-up arcade. This was the brand’s way of highlighting the new features on the Yahoo! Mail 6 platform.
The “Upgrade Arcade” included various games, each of which highlighted at least one of the new features of the latest version of Yahoo! Mail. One highlight was Simply Sorted, an oversized Plinko that let guests win tickets. They could then redeem those tickets for prizes.
Pantone had a pop-up café during Paris Fashion Week.
Pantone is known as the industry standard for colors. The brand took a unique approach to promote itself during Paris Fashion Week with a pop-up café. This park pop-up kiosk offered food and drinks that came in vivid colors. Those vivid colors are the same ones that the brand was known for. On top of that, each food or drink was labeled with the Pantone color number that corresponded to the shade. This was a creative way to highlight the brand’s bold colors in an unconventional way – all while at an event that received worldwide attention.
BarkShop’s pop-up kiosk gathered data and offered another way for customers to buy.
BarkShop doesn’t have a physical location as it primarily runs a dog toy subscription box. It offers items for pets, including toys, treats, and goodies. BarkShop’s pop-up kiosk highlighted how even digital brands can use a pop-up campaign to reach a wider audience. The shop was in the Soho neighborhood of Manhattan and was pet-friendly.
The brand encouraged people to bring their dogs that then wore tech-equipped vests. The tech then made toy recommendations. BarkShop took an interesting approach, as shoppers still had to order and have items delivered to their houses – there were no physical products for sale. But it worked well and provided a unique brand experience. It also gave the brand insight into the idea of creating physical locations in the future.
Pop-up kiosks are versatile, low-risk, and a great way to grow your brand visibility. They also let you test new stores or products, gather data, and boost engagement to improve customer loyalty.
If you’re interested in adding a pop-up kiosk for your next marketing campaign, then contact NVE today to start planning a creative experience strategy.
