37.5 Technology Set Up Its 'Cliffside Shop' on the Face of a Mountain
Laura McQuarrie — August 31, 2017 — Lifestyle
References: thirtysevenfive & adweek
High up on the face of a mountain in Boulder, Colorado, climbers recently had the chance to discover the 'Cliffside Shop,' a pop-up retail space from advanced materials company 37.5 Technology that offered complimentary high-performance gear.
The pop-up appeared for two days, offering hoodies, socks and other pieces of equipment to climbers for free—provided that they could make the 300-foot venture up to the Cliffside Shop to claim their prize. The small six-by-10-foot shop was set up on a cantilevered ledge, making it almost seem as though it were a natural, floating fixture on the towering mountain.
The idea of exclusivity in marketing is being revisited with experiential stunts that challenge consumers to test their personal limits and prove that they are worthy of using a brand's products or services.
The pop-up appeared for two days, offering hoodies, socks and other pieces of equipment to climbers for free—provided that they could make the 300-foot venture up to the Cliffside Shop to claim their prize. The small six-by-10-foot shop was set up on a cantilevered ledge, making it almost seem as though it were a natural, floating fixture on the towering mountain.
The idea of exclusivity in marketing is being revisited with experiential stunts that challenge consumers to test their personal limits and prove that they are worthy of using a brand's products or services.
Trend Themes
1. Experiential Stunts - Creating marketing experiences that challenge consumers to test their personal limits and prove their worthiness for a brand's products or services.
2. Pop-up Retail - Utilizing temporary retail spaces in unique locations to attract and engage consumers.
3. High-performance Gear - The growing demand for advanced and innovative gear for outdoor activities.
Industry Implications
1. Outdoor Retail - Outdoor gear and apparel retailers that can benefit from creating unique pop-up experiences and offering high-performance products.
2. Adventure Tourism - Companies in the adventure tourism industry can capitalize on cliffside pop-up shops to enhance the experience of their customers and offer exclusive merchandise.
3. Experiential Marketing - Brands looking to create memorable marketing experiences that go beyond traditional advertising methods and engage consumers on a deeper level.
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