Pop-Ups Are the Marketing Trend of the Moment

These four brands are creating experiences to immerse young consumers in their products, and proving pop-ups are the marketing trend of the moment…

Pop-ups may not be a new concept, but in the age of suffering retail their popularity is only continuing to grow. When we rounded up some of the brands betting on experimental retail, pop-ups were a tactic employed by several in order to test new, non-traditional store concepts. Glossy reports that the pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. But pop-ups have also moved from the playground of retailers and restaurants to a bona fide marketing star—helping brands to feed into the desires of the Experiencification generation.

This summer, Cheetos proved that pop-ups are a marketing trend of the moment with their pop-up restaurant “The Spotted Cheetah,” which put a foodie twist on the snack that stains your fingers orange. Led by Food Network celebrity chef Anne Burrell, the Cheetos-lover haven featured menu items like Cheetos Grilled Cheese, Flamin’ Hot and White Cheddar Mac N’ Cheetos, and Cheetos Sweetos Crusted Cheesecake. Wondering how many people would be interested in sampling these daring treats? Well, the temporary brand presence accumulated a waiting list of over 1,000 people and it only took six hours for all 300 seats to be booked after the restaurant’s announcement—which, according to PepsiCo ’s Frito-Lay division, “was a surprise to [them] in a big way.” Cheetos isn’t the only brand hoping that pop-up experiences will win over young consumers. Here are four more playing the pop-up marketing game—just in time for the holidays:


This season, Nintendo is launching 17 pop-up shops to give fans hands-on time with their products.…


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The Newsfeed

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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