• Brandweek, Thursday, August 26, 2010 10:56 AM

Popeyes isn't the only brand taking its message to the crossroads of the world. Pop-Tarts World, which joined storefront brands such as M&M and Hershey when it opened Aug. 11 on 42nd Street in New York, is enjoying significant buzz on the Web, Elaine Wong reports, in addition to the 1,500 to 2,000 visitors who cross the portal each day.

Pop-Tarts' Facebook page grew from 1.8 million to 2 million fans within two weeks after the store opened, according to Kellogg. And positive mentions rose to 88% from 74% before the opening, according to Zeta Interactive. "All this pop that is being generated in terms of awareness could register in terms of receipts and cash registers [ringing]," says Zeta Interactive CEO Al DiGuido.

Consumers come into the store for many reasons, according to Pop-Tart brand associate director Scott Sundheim, but they're all looking for "a really fun experience."

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