The ‘pop-up [insert object]’ is the latest tool de jour of the PR pro.
It’s difficult to read a paper, mag, website or blog without seeing a pop-up restaurant/bar/cafe/shop/you name it. There’s even been a pop-up ad agency (more below).
And with good reason. The pop-up concept:
1. Offers great photo opportunities (see our recent post on how great photography can elevate your PR campaign)
2. Gives an experiential opportunity for sampling your product/service to customers you may not typically reach
3. Creates a ready-made story – pop-ups are, by their nature, unusual in design and location and around for a limited period ie great news fodder
4. Can quickly drive change in the public’s perception of your brand
That said, with so many pop-up concepts out there, how soon before it becomes a tired concept and joins the list of most over-used PR ideas?
Until then, here’s four great examples of pop-ups, including: XXXX Gold’s pop-up bar (from way back in 2008); Illy’s Adam Kalkin-designed fully-furnished pop-up cafe; Smirnoff’s Nightlife Exchange pop-up nightclub; and the pop-up ad agency from Ogilvy.
PR & social media, with a bit more