This year's annual NBA All-Star Weekend festivities were held in New York City, which promoted one company to take advantage of the increased attention being paid to the city. The iconic sneaker brand, Nike placed an enormous interactive shoebox, 'the Zoom City SNKRS Station,' on the corner of Bowery and Great Jones Street.
The shoebox is part of a marketing initiative to increase awareness of the company's new app, 'SNKRS' which allows users to customize and purchase shoes with their phone. The pop-up store serves as a replica of the app, displaying to passersby instructions on how to order shoes using the app. A limited number of consumers in New York City, were given the opportunity to have the app installed on an iOS device this weekend.
Giant Shoebox Installations
Nike Dropped a Gigantic Shoebox on a New York City Street Corner
Trend Themes
1. Interactive Pop-up Stores - Brands can create unique interactive experiences to showcase their products and increase consumer engagement.
2. Mobile Apps for Customization - Companies can leverage mobile technology to create tailored experiences for consumers and streamline the purchasing process.
3. Guerilla Marketing - Unconventional marketing tactics can generate buzz and attract attention, especially in high-traffic areas or during events.
Industry Implications
1. Athletic Footwear - Athletic footwear companies can utilize pop-up stores and mobile apps to showcase their products and allow for customization.
2. Fashion Accessories - Fashion accessory brands can create unique pop-ups and leverage mobile apps to provide customizable experiences and increase consumer engagement.
3. Marketing and Advertising - Marketing and advertising companies can explore unconventional tactics, such as guerilla marketing, to help clients generate buzz and increase brand awareness.