In order to spread the story of Run Signature, a campaign that celebrates individual athletic needs, Brooks Running created a mobile store that allows consumers from all over to get a look at its various sneaker styles, and even take part in physical tests to determine which is best for them.
The pop-up was able to be easily transported throughout the United States as it was built within a trailer, which was covered in Brooks Running's branding, as well as a series of vivid colors to attract attention to it. As Run Signature's intention is to match consumers with their perfect Brooks Running shoes, all of the models were clearly marked within the pop-up to designate the type of support they would offer.
In addition to the useful tests and the expansive range of shoes to choose from, the pop-up featured interactive games and giveaways to increase consumer engagement.
Transformed Trailer Sneaker Stores
Brooks Running Created a Mobile Space to Promote Its Offerings
Trend Themes
1. Mobile Retail Spaces - Creating mobile stores or pop-ups increases brand visibility and accessibility to consumers while allowing for unique and engaging retail experiences.
2. Customization and Personalization - Offering physical tests and personalized recommendations for products can increase consumer satisfaction and loyalty.
3. Interactive Marketing - Incorporating interactive games and giveaways can increase consumer engagement and create a memorable brand experience.
Industry Implications
1. Athletic Footwear - Creating mobile stores or pop-ups specifically for athletic footwear can provide a unique and personalized shopping experience for consumers and increase brand awareness in this industry.
2. Retail - Utilizing mobile retail spaces or pop-ups can provide a cost-effective way for retailers to expand their reach and engage with consumers in unique and memorable ways.
3. Advertising and Marketing - Incorporating interactive marketing techniques such as games and giveaways can increase consumer engagement and create a lasting impression for brands in the advertising and marketing industry.