Magic Was Brought to a Mall with a Surprise Disney Pop-Up Shop
Laura McQuarrie — February 20, 2015 — Marketing
References: disneyside.disneyparks.disney.go & prexamples
As part of a promotion to get people to show off their "Disney Sides," a Disney pop-up shop was set up in a mall. Rather than being branded with familiar brand icons, the shop was presented as a mysterious magic shop named Umbra Penumbra that would be opening soon. However, each time someone walked by the illuminated wall, a silhouette of a Disney character would shadow a person's exact movements. People of all ages had total fun with this, twirling, spinning and dancing along with their Disney counterparts.
By transporting the experience of a Disney park to a mall, kids of all ages were able to spontaneously relive their childhoods and partake in some good old fashioned fun at no cost by taking photos with their favorite Disney cast members.
By transporting the experience of a Disney park to a mall, kids of all ages were able to spontaneously relive their childhoods and partake in some good old fashioned fun at no cost by taking photos with their favorite Disney cast members.
Trend Themes
1. Pop-up Shops - Creating unique and interactive pop-up shops can generate excitement and engage customers in a memorable way.
2. Immersive Experiences - Providing immersive experiences that transport customers to a different world can captivate their attention and create lasting memories.
3. Mystery Marketing - Using mystery and intrigue in marketing campaigns can create curiosity and anticipation, generating buzz around a brand or event.
Industry Implications
1. Retail - Retailers can leverage pop-up shops to drive foot traffic, showcase products, and provide unique experiences for customers.
2. Entertainment - The entertainment industry can create immersive experiences that bring beloved characters and stories to life, enhancing fan engagement and loyalty.
3. Marketing - Marketers can utilize mystery and surprise in their campaigns to create an emotional connection with consumers and build anticipation for a product or event.
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