I have a thing for NYC food trucks. I use Twitter to track when trucks are parked near the office to decide where I'll grab lunch. En route to Schnitzel & Things, my co-worker and I came across a pop-up butterfly sanctuary.
I've seen plenty of pop-up stores, but this pop-up butterfly sanctuary was a first. Couple that with a street team handing out yogurt -- and you have an interesting brand campaign launch.