This Experiential Activation in London Launched the New CK2
Rebecca Byers — February 10, 2016 — Marketing
References: eventmagazine
A recent pop-up event held in London's Camden Lock Place feted the launch of the new CK2 unisex fragrance. The scientific pop-up was housed inside a shipping container, which gave the event a unique backdrop against which to display the experience. Inside the container, the event for the unisex fragrance featured a perfectly curated wall of perfume bottles and an over-sized CK2 bottle decorated with vibrant neon lights.
The event also featured a retail zone where consumers could purchase the unisex fragrance and a selfie zone that printed off hard copies for guests. Supported by the two hashtags #the2ofus and #CK2London, the event was organized by experiential agency Tribe Marketing and was staffed by Tribe's dedicated talent agency, Brand Warriors.
The event also featured a retail zone where consumers could purchase the unisex fragrance and a selfie zone that printed off hard copies for guests. Supported by the two hashtags #the2ofus and #CK2London, the event was organized by experiential agency Tribe Marketing and was staffed by Tribe's dedicated talent agency, Brand Warriors.
Trend Themes
1. Unisex Fragrance - A trend in gender-neutral scents that cater to a broader consumer base and challenge traditional notions of fragrance.
2. Experiential Activation - A trend in creating immersive brand experiences that engage consumers on multiple levels and foster a deeper connection with the brand.
3. Pop-up Events - A trend in temporary retail spaces that offer unique and exclusive experiences to attract customers and create buzz around a brand or product.
Industry Implications
1. Fragrance - The fragrance industry can capitalize on the unisex fragrance trend by developing and marketing gender-neutral scents that appeal to a wider audience and challenge gender stereotypes.
2. Experiential Marketing - The experiential marketing industry can embrace the trend of creating immersive brand experiences to create innovative and memorable campaigns that drive consumer engagement and brand loyalty.
3. Retail - The retail industry can leverage the trend of pop-up events to create temporary and exclusive shopping experiences that generate excitement, increase foot traffic, and foster a sense of urgency to purchase among consumers.
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