Elite entertainment marketing agency StreetVirus enlisted ALT TERRAIN to help produce Katy Perry’s Purr Fragrance experiential popup shop
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
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
Katy Perry made an entrance, arriving to her popup shop in a ice cream truck
Once consumers purchased Katy Perry’s fragrance at the popup shop, they were invited to meet Katy Perry and take a moment to chat with her while she signed their bottles of Purr
Aside from the celebrity factor, what made this popup unique?
1.) Instead of an indoor popup shop, a public park was selected
2.) Sale of product tied to people meeting Katy
3.) Press mentioned and social media reach made the hefty investment to create the popup 100% worthwhile
ALT TERRAIN assisted with this fragrance popup event marketing with planning, permitting, security, sourcing and wrapping ice cream truck, talent management, staffing, on-site install, and uninstall, plus reporting
For other outdoor creative popup examples, view our Experiential Marketing Event section
