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Activate Your Brand Nationwide With Mobile Marketing Tours

Experiential Marketing

Are you tired of seeing your brand held back from reaching new heights? Do you dream of bigger things, like expanding your reach to new audiences far and wide? Mobile marketing tours are your answer to exciting consumers, anywhere and anytime. Making an experiential marketing investment across multiple locations allows your brand to increase awareness, boost engagement, and generate higher sales. 

Strengthening brand/consumer relationships is fundamental to experiential marketing because people remember emotional experiences the best. It’s a simple rule of human nature. With an indelible campaign that brings your brand to the streets, your brand has the power to make personal connections with a wider audience, targeting new locations and new demographics that were once unavailable to you. 

Let’s hit the road with a closer look at mobile marketing tours and how they can put your brand in the driver’s seat of maximizing success.

Mobile Marketing Tour

What Are Mobile Marketing Tours?

Mobile marketing tours are an influential medium inside the experiential marketing universe that lets brands interact with consumers across multiple locations within a fixed time period. 

Using branded vehicles, help from ambassadors who can speak to your brand, and interactive activities to foster engagement and participation, mobile marketing tours are designed to target locations where foot-traffic is high to maximize overall impact. 

It’s all about “location, location, location” because where your mobile marketing tour goes decides how wide of a net you can ultimately cast. Great for warmer weather months, when people are more likely to be out-and-about, the best mobile marketing tours activate in busy locations like public squares, parks, beaches, shopping centers, arenas, and more. 

When your mobile marketing tour aligns with people’s vacation plans, you can turn your campaign into an event people plan their schedules around. Timing your tour with popular music festivals and sporting events is a great way to instantly become the highlight of consumers’ year.

Make Your Mobile Tour Match Your Destinations

The best kind of mobile marketing tour is one that captures the hearts and minds of new audiences previously unavailable to your brand. But, no two destinations are the same and your activation must match the demographics and individuality of each location. Check out these mobile marketing tour ideas for some of the U.S.’ most popular cities:

  • Miami’s Bayfront Park is one of the city’s most popular attractions located in the very heart of its downtown. Bayfront Park is also home to Miami’s bustling food truck scene. Why not host an outdoor yoga class promoting your wellness brand with healthy food truck snacks and drinks after. 
  • The holidays and New York’s Rockefeller Center go hand-in-hand. Take advantage of one of the world’s most popular destinations with a branded mobile showroom selling your products to holiday shoppers. And keep their attention by offering complimentary cups of hot coffee or hot chocolate to help them stay warm. 
  • The Santa Monica Pier is popular with natives and tourists alike. Both chic and laid-back, it’s easy to find eclectic experiences in this beautiful beachfront city right next to Los Angeles. Why not launch a fashion show for your brand’s summer collection with the iconic Pacific Wheel as your backdrop.
  • Just off the famous Las Vegas Strip is Freemont Street, in the heart of the city’s old downtown. Under a canopy of colorful lights, you’ll find a host of activities every night. With the help of an energetic street marketing team, you can engage visitors in this pedestrian-friendly location.

Nespresso’s Mobile Marketing Tour Stirs Nationwide Buzz

Nespresso is one of the world’s leading luxury coffee brands, known for premium cups of coffee and espresso consumers can make from the comfort of their homes. In 2019, the brand wanted to reintroduce consumers to its boutique locations by bringing the experience directly to them. 

With a branded, vintage E-tuk vehicle customized into a dual mobile showroom showcasing their line of coffee and espresso machines, and pop-up coffee shop launching their “Nordic Limited Edition Coffee,” Nespresso went on a six-week, mobile marketing tour stopping in New York City, Miami, Los Angeles, and San Francisco. 

In the U.S.’s most bustling cities, thousands of consumers were treated to complimentary cups of Nespresso made by professional baristas and offered exclusive giveaways and prizes. Nespresso’s multi-sensory experiences helped boost sales of its coffee and machines while also cementing the brand’s unique in-person experience that consumers can’t find anywhere else.

Mobile Marketing Tour Nespresso

Leverage Your Brand’s Reach With Mobile Marketing Tours

From tour ideas and location scouting to securing permits, handling logistics, and training staff, working with professionals who’ve executed complex mobile marketing tours can help ensure your own campaign’s success. Now that you know more about mobile marketing tours and how they can help your brand find new customers or connect closer with existing ones, now is a great time to start planning your own adventure.

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Give Your Brand the Human Touch With Street Team Marketing

Experiential Marketing

Street team marketing is all about getting boots on the ground, engaging with consumers, and putting a human and friendly face to your brand.

By reaching your audience where they are, you can create memorable moments, receive real-time customer feedback, and inspire people to invest in you. 

It’s easy to plan a street team marketing campaign. It just takes the right amount of strategy and skill to pull off these one-of-a-kind events. 

Let’s dive into what street team marketing is, why it’s so effective, and the most important tips you need to know.

Street Team Marketing

What is Street Team Marketing?

Street team marketing is a form of experiential marketing that deploys brand ambassadors to engage consumers with in-person experiences. In fact, street team marketing is one of the oldest forms of live, experiential marketing. 

By targeting busy, high-foot traffic locations, street team marketing gives brands the chance to directly influence people by informing and educating them, distributing samples, conducting live demos, and more. 

Street team marketing impacts awareness, consumer engagement, and sales. When your brand is able to launch a memorable experience in-person, your creative options are endless. All you need is your imagination and a solid plan to fully harness the power that a street team marketing event can deliver.

How Street Team Marketing is Effective

Street team marketing gives your brand a personal touch and inspires face-to-face interaction. Even as digital forms of experiential marketing rise in popularity, consumers still crave human connections.

  • Whether your event is held in a major city or small town, you can reach hundreds or even thousands of consumers. 
  • In-person events create positive brand impressions. 
  • In competitive environments, street team marketing increases your brand’s chances of standing out from the crowd. 
  • Street team marketing gives your brand the fluidity and mobility to move where consumers are throughout your event (i.e. outside subway stations, college campuses, business districts, etc…).
  • Street team and social media marketing go hand-in-hand, allowing your brand to further enhance quality brand/consumer content and engagement. 
  • Unlike most experiential marketing activations, and depending on your location, permits are not generally required for most street team marketing events.

Plus, street team marketing is relatively cost-effective compared to other types of experiential marketing, while yielding similar results. 

At World Pride NYC in June 2019, Zara and JustWater partnered to commemorate the 50th anniversary of the Stonewall Riots. With a three-sided glass mobile showroom displaying a 3D Pride flag created from nearly 10,000 bottles of JustWater, Zara’s friendly street marketing team livened spirits and kept parade-goers hydrated with a rainbow selection of complimentary drinks.

That same year, Twitter celebrated the U.S. Women’s National soccer team’s historic fourth World Cup championship with a three-day branded promotion tour around New York City. Transforming a food truck into an immersive, branded vehicle and creating a soccer-themed, interactive experience, Twitter’s #StartWithThem campaign was led by a street marketing team who greeting passers-by with French-themed culinary delights and a chance to win prizes from lounge chairs to Apple TVs and Airpods. 

Street Team Marketing Zara

Types of Street Team Marketing

Street team marketing comes in many forms and is completely customizable to your specific goals:

  1. Product sampling marketing teams give brands the opportunity to showcase their products by allowing consumers to engage their senses with the help of knowledgeable, day-off event staff. 
  2. Experiential street marketing teams use interactive mediums to connect consumers with a brand. Whether props, games, digital apps, or other activities, these teams thrive on building authentic audience participation. 
  3. Guerilla marketing teams are built to capitalize on the element of surprise in headline-grabbing ways. Think flash mobs that perform dances and sing songs or costumed characters dressed in eye-catching outfits. 
  4. Retail street marketing teams are brand ambassadors that promote brick-and-mortar retail stores and highly effective for generating same-day, in-store sales, and attracting attention for nearby in-store events.
  •  

Tips For Street Team Marketing Success

There’s a lot to consider when planning a street team marketing event, especially since you’re utilizing a staff meant to enhance and advance your ultimate goal of reaching more people, and raising awareness and sales:

  1. Have a clear and concise message that’s memorable and aligns with your brand.
  2. Know your target audience and know where they can be reached. 
  3. Work with professionals who can provide you with the right staff and can handle event logistics. 
  4. Secure necessary permits and insurance not only for your event but your street marketing team as well.
  5. Provide your street marketing team with proper training and dress them in branded uniforms. 
  6. Leverage your in-person event before and after with a compelling call-to-action on social media to boost engagements. 
  7. Post-event, evaluate your performance, gather feedback from your street team, and make notes on how you can improve future campaigns.

Breathe Life Into Your Brand With Street Team Marketing

If you think about it, all live marketing campaigns require staff to play a critical role in helping you reach your goals. On the front lines, these brand ambassadors are the ones who will make that always-important first impression on consumers. 

In order to ensure you have the best people representing your brand that can handle the nitty-gritty, it’s important to work with an experienced team that has proven success under its belt, allowing you stay focused on the big picture of executing a remarkable campaign that lets you reach your goals.

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5 Effective Experiential Marketing Events That Elevated Brand Perception

Experiential Marketing

At its core, experiential marketing focuses less on a brand’s singular product or service and more on its overall message or mission through active consumer engagement. 

Designed to foster an emotional connection, the goal of any effective experiential marketing campaign is to facilitate a long-lasting relationship between consumer and brand. 

While almost every company employs these interactive marketing strategies in some capacity, these five brands not only enhanced brand loyalty with current customers, but elevated brand perception with memorable unique experiences that captured the emotions and senses of new audiences.

Into the “Stratos-phere”

Considered one of the most popular (and effective) experiential marketing campaigns ever, Red Bull took it’s famous slogan “… gives you wings” to the test in a seriously “out of this world” way. 

In 2012, the Austrian energy drink company sent professional skydiver Felix Baumgatner into the farthest reaches of our stratosphere to break the record for the world’s highest parachute jump (as well as become the first person to break the sound barrier in freefall), with their “Stratos” campaign.

Since its inception in 1987, Red Bull has been synonymous with extreme sports and activities. And with “Stratos,” Red Bull sought to firmly cement their ownership of that identity by pushing that concept to the limit.

Red Bull Stratos

Descending from a staggering height of 127,851 ft. at a maximum speed of nearly 840 MPH, Baumgatner’s historic jump was broadcast live on the Discovery Channel, becoming the highest-rated, non-primetime program in the network’s history, with nearly eight million viewers watching. To date, Red Bull’s video of the event on YouTube has over 46 million views. 

While the cost of “Stratos,” at $30 million, seems like a king’s ransom, it’s still a fraction of the $300 million Red Bull spends annually on marketing. With so many people watching, along with worldwide news coverage, “Stratos” not only gave Red Bull a global marketing boost, but exposed them to tens of millions of potential new consumers, and securing their position as the brand leader in all things “extreme.”

A Splash of Color with Dulux

Making paint interesting is a tough challenge. There’s a reason why the old adage, “… watching paint dry” is considered the litmus test for “something boring.” But. U.K. paint company Dulux has decided to use the power of it’s vibrant color palette to motivate and inspire. 

On a mission to “bring people together and make the world a happier, healthier place,” Dulux’s “The Color Run” is an untimed 5K run held several times a year since 2011 in major cities around the world. 

Participants start the 5K in white, but they don’t stay that way for long. Like human blank canvases, at each kilometer mark, they’re doused from head-to-toe in a different colored powder.

After the 5K run, Dulux hosts a “Finish Festival,” a celebratory gathering for all runners featuring music, dancing, activity booths, and “massive color throws” designed to create “millions of vivid color combinations.” Plus, “The Color Run” has donated $5 millon to more than 80 charities over the years. 

Aside from hosting a creating and inclusive event to build Dulux’s brand-recognition, they’ve managed to separate themselves as a fun, lively, and colorful brand in the paint industry.

A Niche Beer Boasts “Probably The Best Poster in the World”

Carlsberg may not be the most recognizable beer brand, but since 1847 they’ve boasted they’re “Probably the Best Beer in the World.”

In 2015, they set out to prove that theory with a billboard set-up along London’s famed Brick Lane that read “Probably the Best Poster in the World,” in a cheeky nod to their classic slogan. 

So, what made their “poster” so great? Well, you can’t go wrong with a billboard that dispenses free beer from a branded Carlsberg tap. 

While the experiential marketing gimmick of a “free pint” is never a bad idea if you want to attract thirsty pub crawlers on a busy street in one of the world’s biggest cities, Carlsberg’s innovative interactive introduced consumers to a niche brand they may have been previously unfamiliar with.

Lean Cuisine’s Feel Good Experiential Campaign

In an age of health and wellness (along with a lot of deceptive Photoshop edits), looking and feeling your best is difficult, even with a rising trend in body positivity. 

Lean Cuisine, the popular frozen food brand focusing on calorie-conscious meals, took a refreshing approach to “dieting” and its impact on societal views of “the dreaded scale” by asking consumers how they would prefer to be weighed.

Their #WeighThis campaign, held in the middle of New York’s Grand Central Station, allowed women to have a professional sign-painter “weigh them” based on aspects of their life they felt were most important to them, like: their compassion for others, dedication to their careers and families, how hard they worked to achieve a goal, and more.  

Devoid of any product samples of promotional teams, this experiential installation inspired participants to share their experience via a branded hashtag on social media, and broadcast to the world that beauty is much more than a number on a scale. 

Lean Cuisine’s #WeighThis campaign became a viral success with over 210 million impressions online and a 428% increase in social media mentions.

Lean Cuisine Weigh This Campagin

Louis Vuitton’s “Legendary” Partnership

Last September, Louis Vuitton announced a partnership more head-turning than anything you’d find on the catwalk. 

“League of Legends,” an online multiplayer game is the most-played PC game in the world. It’s popularity is so prevalent there’s even an annual “League of Legends World Championship,” showcasing the talents of the best players and teams from around the world. 

For that year’s winners Louis Vuitton created a case for the “League of Legends World Championship” trophy. Louis Vuitton’s bespoke truck, the first of its kind for an esports championship, featured the luxury French fashion house’s iconic branding, along with high-tech elements inspired by the “League of Legends” “universe.”

The unlikely partnership between Louis Vuitton and “League of Legends” publisher Riot Games received so much attention that a limited-edition collection (LVxLOL) designed by Louis Vuitton’s artistic director of women’s collections was released at the end of the year.

Louis Vuitton League of Legends

Elevate Your Brand’s Perception with Experiential Marketing

It’s never too late to show the world who you are. It just takes a bit creative flair and some out-of-the-box thinking. That’s why experiential marketing is the perfect way to not just sell a product, but to introduce (or re-introduce) yourself to your consumers and beyond. 

Regardless of your brand’s goals, you can elevate your brand perception with innovative strategies that engage emotionally and capture the senses and imaginations of audiences, both old and new alike.

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How Experiential Marketing Can Help Rebrand Your Image

Experiential Marketing

It’s true that almost every generation in modern times experiences the world in different ways from its predecessor. Whether it’s due to how global events shape our lives or the rapid development of technology, the world we’re born into is never the same as the one we leave. 

Companies that can effectively rebrand their image and adapt to changing times are often the ones that transcend the forward-movement of time. 

As Millennials and Get Zers dominate the consumer market, “experiences” over “legacy” is what drives them to open their wallets and spend. 

Take a look at these brands who are harnessing the ever-changing experiential landscape, and turning their businesses into enduring powerhouses.

The Age of Experience

In a 2018 study by Expedia and the Center for Generational Kinetics, 74% of Americans surveyed said they prioritize “experiences” over products and “things.” According to the report, “Baby Boomers are entering a stage where ‘less is more,’ while younger generations, particularly Millennials, are leading the charge in placing a newfound value on experiences, more than things.”

In this “experience economy” it’s all about sharing moments with family, friends, and the public at large across social media. What was once thought to be a trend, now dominates our lives online and influences our actions IRL. Last year, the Pew Research Center found that “seven-in-ten Americans use social media to connect with one another, engage with news content, share information, and entertain themselves.”

With these rapid (and sustaining) shifts in tastes and attitudes, brands have recognized that in order to have staying power and drive the cultural conversation it’s crucial to adapt to changing times and consumer appetites. 

Innovative experiential marketing can successfully both define and redefine your brand’s image as the “experience economy” continues to evolve.

12 years ago, Airbnb revolutionized the hospitality industry, essentially giving anyone the opportunity to be the next Conrad Hilton. But, fast-forward to 2020 and the home-sharing industry is flooded with alternatives like, VRBO, Flipkey, and Homestay. Even major hotel companies, like Marriott International’s Homes and Villas have launched their own home-sharing businesses. 

But, Airbnb is still just as popular and still synonymous with “home-sharing” as it was over a decade ago. Even with a net loss of $322 million between January and September of last year, the company’s revenue increased to $1.65 billion in the third-quarter of that same year. So, how were they able to (more or less) successfully adapt to an ever-increasingly competitive field?

Through an eventual partnership with Facebook back in 2016, Airbnb launched “experiences” to go-along with their home-sharing options for travelers. Celebrating its launch, six different “Airbnb Experiences” in Cape Town, Paris, L.A., Miami, Seoul, and Tokyo were broadcast on Facebook Live.

Airbnb hoped this creative marketing strategy would inspire viewers to book their own trips though the company and add-on their own unique experience. 

“As Airbnb launches a range of products that enables unique experiences around the world, it’s important that we lead change and reinvent the way we approach experiential marketing,” Aibnb’s Chief Marketing Officer Jonathan Mildenhall said at the time. “We are creating unique experiences that are lived by a few, shared by millions and encourage participation from around the globe.”

And, it looks like Airbnb’s gamble’s paying off. With over 30,000 trips booked in 2019, “Airbnb Experiences” saw a massive 295% growth as more and more travelers are redefining how they see the world through Airbnb’s ingenious rebranding strategy.

Make Your Brand Fashion-Forward

There may be no industry that adapts as continuously as the fashion industry, often leading the charge when it comes to how the rest of society evolves culturally. 

Founded in 1993, by Prada’s Miuccia Prada, Miu Miu was affectionately known as the “little sister” to Italian fashion giant Prada. But, in recent years the label has catapulted into the major leagues of Europe’s fashion scene, while still keeping its independent roots firmly planted. 

Yet, with that new prestige came the need to refresh their image. In 2018, Miu Miu unveiled a new logo at that year’s Paris Fashion Week. But, in keeping with their identity, described as “raw elegance with a youthful, maverick, and carefree soul,” Miu Miu wanted to take their rebranded logo directly to the masses. 

Last spring, featuring a branded truck showcasing their new logo parked in front of their flagship store in SoHo, Miu Miu turned heads and turned up the heat on a brisk March day to roll-out their new look. 

Handing out cups of hot chocolate with marshmallows (both branded with their new label, of course), Miu Miu engaged consumers face-to-face, by providing a meaningful experience that stayed true to their “independent and unconventional spirit.”

 

Turn Your Brand Into a Destination

If you think about it, the savviest of brands generally don’t limit their identities to one specific theme, understanding that evolving is an integral part of not only staying relevant, but staying in business. 

You can do a cursory Google search and easily find Lululemon CEO Calvin McDonald’s thoughts on how he views the yoga behemoth.

“We view Lululemon as an experiential brand versus a lifestyle brand. We are going to test and learn,” he told CNBC in 2019. 

Recognizing that the “yoga” industry (online and in-store) is rife with both luxury and more affordable options in an market valued at an annual $16.8 billion globally (including, classes, clothing, equipment, and accessories), Lululemon has rebranded their image through curated experiential events. 

With brick-and-mortar stores featuring yoga studios, meditation spaces, and space for community gatherings, Lululemon hosts 4,000 events worldwide each year in an effort to immerse their target audience in the brand’s three “experience elements” of “Sweat, Growth, and Connection.”

By creating a more personalized connection between “brand” and “consumer,” Lululemon hopes that as their experiences evolve, their customers will evolve with them. By 2023, Lululemon estimates that 10% of their entire product fleet will be considered “experiential,” including yoga retreats, running clubs, and 5k marathons. 

Rebrand Your Image with Experiential Marketing

You don’t need to be a Fortune 500 company in order to rebrand your image in a successful way that resonates with consumers and strengthens brand loyalty. It’s really as simple as creating experiences your target audience will love and experiential marketing hits all the right notes. 

Times have and always will change, and the same goes with how we want to experience the world because material goods come and go, but experiences become memories that last a lifetime.

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Stay the Night: Inside Exclusive Overnight Pop-Up Experiences

Experiential Marketing

Want to create truly intimate and exclusive moments for your brand’s biggest fans?  Give it a rest and check out these creative, once-in-a-lifetime overnight pop-up experiences. 

Picture winning tickets to the Super Bowl. Or, front-row tickets to the hottest music festival of the year? Or, having the chance to be submerged in a submarine in the Caribbean? 

Sounds cool, right? Now imagine spending the night at these once-in-a-lifetime events.

The overnight pop-up experience has become a rising and wildly popular trend in experiential marketing for brands, giving consumers a heightened level of intimacy and access they’ll never forget. 

It’s no small feat to successfully execute a sleepover activation and requires long-term planning and out-of-the-box creative and strategic thinking. 

But, when done right, the rewards of an “exclusive overnight pop-up” for brands always outweigh the risks. So, let’s go inside a few experiences that created memorable and magical moments for some (very) lucky superfans. 

A “Blockbuster” Sleepover

For anyone who grew up in the ‘90s, it’s impossible to not associate your childhood with a trip to Blockbuster Video (and to always “be kind, please rewind” those VHS tapes). 

Earlier this summer, Sandi Harding, store manager of the world’s last Blockbuster store decided to open her doors to nostalgia-seekers hoping to rewind back to their past. 

In partnership with Airbnb, the Bend, Oregon Blockbuster is opening its doors to the public for a truly retro sleepover experience that’s perfect for movie-lovers. 

Just like those classic movie nights at-home, Blockbuster has recreated a ‘90s-themed living room, complete with decor from the decade, 90s-era big-screen TV, VCR, and access to the store’s entire library of tapes at guests’ disposal. 

Allowing up to four guests per reservation and encouraging groups from the same household, the Blockbuster Airbnb has taken steps to adhere to Airbnb, the CDC, and local/state COVID-19 guidelines. 

When asked how she came up with the idea of hosting an overnight pop-up at her Blockbuster, Harding explained, “With everybody being stuck at home and re-experiencing family time together, we thought it would be fun to enjoy some family time in a throwback ‘90s environment.”

So, if you’re in the Bend area, check out this “totally awesome” overnight pop-up experience and “Make it a Blockbuster night!”

An Overnight Touchdown!

If you’re an NFL fan, there’s no ticket more coveted than a trip to the Super Bowl. Earlier this year, Denise Ammon, an NFL fan and emergency room physician from New Orleans got the experience of a lifetime. 

As the lucky winner of Courtyard By Marriott Hotels’ “Super Bowl Sleepover Contest,” Ammon and three of her friends received a once-in-a-lifetime overnight pop-up experience inside Miami’s Hard Rock Stadium, the home of Super Bowl LIV. 

In a stadium suite transformed into a Courtyard guest room with a view of the field and a private bar, Ammon and her friends got to watch the big game front-and-center, along with having access to exclusive Super Bowl weekend events. 

Ammon’s contest submission, which asked entrants to describe their “game-changing friendships,” featured her former fellow co-residents whom she met during her residency at a Level 1 Trauma hospital in Brooklyn, New York. 

According to Janis Milham, Senior Vice President of Marriott Marriott Classic Select Brands, “The story of Denise’s game-changing friendship is the kind of empowerment that we strive to provide our guests in achieving their personal and professional goals.”

An Insta-worthy Sleepover at Coachella

Camping at any festival isn’t the most glamorous experience for attendees. While tens of thousands of music lovers make the annual journey to Indio, California for Coachella, the popular summer music festival, the scorching desert heat and massive crowds can be demanding. 

In 2018, Marriott Rewards gave its members the chance to bid for the opportunity to enjoy a sleepover experience in one of three, luxurious, designer Yurts on the festival’s VIP Safari campgrounds. 

Made to resemble one of Marriott’s W Hotel properties in Bali, Hollywood, and Barcelona, these specially designed Yurts also featured “Sound Suites,” giving guests a truly sonic experience. 

But, this exclusive overnight activation didn’t come cheap for Coachella superfans. According to Forbes, one of the Yurts bid for 80,000 points, which totaled a whopping $38,233. 

Overnight Pop-Up Experiences are More Than a Dream

As the trend continues to grow, so does consumer demand for sleepover experiences that are more exclusive and more unconventional. 

It’s no easy feat to pull-off a magical experience that creates an unprecedented level of brand loyalty and drive the media conversation, but brands that can successfully execute exclusive, overnight pop-up events know these experiences secure a formidable place in their experiential marketing playbooks. 

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