Two Pop-Up Case Studies: Ashworth & Palm
The Ashworth Gallery Pop-Up opened in NYC for 10 days during the US Open, including US Open interviews broadcast live from the venue, a retail component, as well as an evening VIP event. The goal was to raise brand awareness of the newly redesigned brand (TaylorMade-Adidas Golf acquired Ashworth in November 2008) through US Open coverage.
▶ Ashworth selected a two-story retail space in an eclectic section of SoHo in New York City with an art gallery vibe: clean white walls, voluminous space, hardwood flooring. This location experiences premium foot traffic and caters to a trendy crowd with a strong interest in fashion and the arts – young professionals that would be dually intrigued by the artistic nature of the space as well as the golf-centric presentation.
▶ Golf themed works of art, a boutique arrangement of retail offering and a lounge with US Open broadcast on flat screen TV added to the ambience of the space. An evening VIP event attracted a number of influential golf thought leaders and an extensive list of media which included PGA Magazine, Golf Magazine, Golf World, Fitness Magazine, People Magazine, US Weekly and Entertainment Tonight. Also in attendance were several blog sites with influence in New York and nationwide among a total guest list of 230. US Open on-air personalities broadcasted live interviews from the lounge area on the evening of the event, bringing golf legends such as Sean O’Hair, Fred Couples, John Kawaja and Mark King to US Open viewers live from the Ashworth Gallery.
▶ The Pop-Up gallery and event generated brand awareness because it attracted the attention of the local audience as well as golf aficionados, athletes and media members. The Pop-Up did include a retail component, but at the forefront was its mission to create brand awareness among its chief audience, golf enthusiasts. The evening event laid the foundation for Ashworth coverage with GQ, Maxim, Esquire, The Wall Street Journal, Men’s Health, Men’s Journal and Playboy magazines – all of note for its demographic target.
Palm was looking for a unique experience to launch the new Palm Pre device – something that was on-brand but different and intriguing enough to effectively reach consumers in retail environments where they could potentially purchase the device. They designed a program that involved both a Pop-Up and sponsorship program of a local summer concert series.
▶ The custom temporary Pop-Up solution was constructed and placed in two of Los Angeles’ most trafficked retail hubs: The Americana at Brand and The Grove – both were venues for the summer concert series Palm sponsored. Sleek, modern cedar decking and glass walls were at the forefront of the minimalist design of the space. Ample seating and shade umbrellas beckoned consumers, they also gave Palm brand ambassadors an opportunity to engage with the public. These highly trained product concierges guided consumers through a one-on-one custom product demonstration based on consumer interest and needs. It was an opportunity to view all the functions and features of the Palm Pre device first hand, and to conduct on site market research, with Palm staff issuing a survey to capture feedback via lead tracking system on the device and the experience.
▶ The summer concert series Palm sponsored offered additional signage and advertising opportunities, namely in mall and outdoor shopping areas in which the Pop-Up and concerts were located. These tangential features to the program increased awareness of Palm’s presence to concert attendees, a key demographic for the Palm Pre, as well as branding the company to the general public by adding to the overall number of impressions on consumers, and by creating buzz and driving traffic to the Pop-Up.
▶ Multiple goals were met: consumers were engaged, the product and its features showcased, and Palm had the opportunity to gather both feedback and leads for future use.
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