The fear of missing out in today’s social media age is greater than ever, and companies are capitalizing on this trend by using short-lived events.
Pop-up events are short-lived experiences that connect people together, and a celebrity can help take it to the next level.
The goal of a pop-up event is to create an experience that is unique and exclusive. This creates urgency for the audience, encouraging them to take part because if they miss it, it will be gone forever.
Hosting a pop-up event builds excitement and urgency around your brand in three important ways. Incorporating a celebrity helps increase interest and audience reach, creating a more unique and memorable experience.
1. Increase audience reach
Most pop-up shops or events gain momentum from social media, and celebrities’ big and loyal followings can help promote the event, garner social interactions and ultimately bring more awareness to the experience.
Celebrities bring their followers to everything they do, which brings the potential for your brand’s social following and interactions to increase as well. A good execution of a brand boosting their awareness and reach is when Adidas got Pharrell to live stream the launch event of his own Adidas Originals line to the brand’s Snapchat channel.
Adidas gave fans an inside look at the event through Pharrell’s perspective, along with showing off the new Adidas products. The brand’s Snapchat following boomed, and in 24 hours the story garnered 3.4 million views and 4,000 screenshots that people later went and shared on their social accounts.
2. Boost brand image
Partnering with a celebrity for a pop-up event could also create interest and boost brand image. There might be people who aren’t familiar with your brand or products, but when the partnered celebrity brings their audience, the chance of their fans checking out the brand increases.
A great example is when Samsung partnered with Kanye West and Jay-Z for a secret show at South by Southwest. In order to get tickets to the show, fans had to own a Samsung Galaxy phone. Samsung’s traffic to their tent at the festival increased, as well as the buzz around the brand, all because people were excited about the concert with Kanye and Jay-Z.
3. Create a more unique experience
Including a celebrity at your brand’s pop-up event can also make the experience and atmosphere more memorable for the audience. People want to be a part of something special and unique that they can tell their friends about and post to their social feeds.
Events could include a meet-and-greet with the celebrity for a quick chat and photo session. Also, selling a unique product or giving away a memento at the event could further increase the urgency and experience.
Angry Birds and YouTube teamed up with YouTube star Rosanna Pansino for a pop-up bake shop in New York City. Rosanna created and gave away special Angry Birds-themed cupcakes as they introduced a new character, as well as decorating the bake shop with her style intertwined with Angry Birds and YouTube. She also greeted and took pictures with fans as they left the shop, creating a special memory for those who attended.
Brands are using pop-up events to grab attention, build awareness and create buzz more than ever before. Could a pop-up event be in your brand’s future?
Photo credit: Google