Entertainment marketing agency StreetVirus enlisted ALT TERRAIN to help plan, produce and execute the New York City outdoor pop-up shop marketing event for the product launch of Katy Perry’s Purr Fragrance.

Activating this celebrity marketing event in Greely Square Park across from Macy’s required six months of planning, involved obtaining multiple city event permits, production of custom tents, balloons and props.

The day of the event arrived. As Katy’s fans anxiously waited in line, professional clowns, face painters, jugglers and other street performance artists were ready to greet and entertain them. Finally, a wrapped milk truck pulled up to the park. The doors opened to reveal Katy Perry ready to meet her fans and introduce her new fragrance, Purr.

After consumers purchased Katy Perry’s fragrance at the pop-up shop, they were invited to meet Katy Perry and take a moment to chat with her while she signed their bottles of Purr, other memorabilia and have photos taken with the singer.

ALT TERRAIN assisted with outdoor pop-up event marketing planning, permitting, security, sourcing and wrapping ice cream truck, talent management, staffing, on-site install and unistall, plus reporting.