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Western Europe

3 IRL Brand Pop-Ups That Went Viral in the U.K.

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From branded roller rinks to scavenger hunts, these three brands tapped into European Gen Z’s love for pop-ups and IRL experiences… 

TL;DR

  • Gen Z is drawn to memorable, shareable activations from brands, and freebies don’t hurt to grab their attention either
  • Brands win when they create playful, community-focused experiences—in the U.K., LEGO Play’s Pavilion and Doritos x Minecraft’s scavenger hunt created fun and rewarding activities
  • Pop-ups are still a way to build brand hype, like Starbucks’ roller rinks which created a must-share experience for Gen Z
Pop-ups aren’t just a passing fad for young Europeans—they’ve become one of the most exciting ways for brands to connect with young consumers IRL. YPulse’s Experiences report shows that 73% of 13-39-year-olds in Western Europe are interested in branded pop-up experiences, and that number is even higher among young adults. Since last year, young adults...

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