Outdoor sports brand Peak Performance and its agency Perfect Fools are introducing virtual pop-up shops with a twist — the gear available at the stores at any given time is directly tied to the weather. Rain jackets, for instance, will be available only when it's raining at the location of a specific store. The firms call it a mobile experiential campaign. It’s more like a scavenger hunt for mobile-literate outdoor enthusiasts.
The concept is built around what the firms call a “responsive mobile-first” Web site that displays information about 26 shop locations, including the distance to get there, the hours they are open, and a product catalog.
The campaign is no doubt designed for the outdoors-minded person: The stores can be found in remote places like the Aiguille du Midi mountain in Charmonix, France and Lake Vanem in Karlstad, Sweden.
Shoppers need a GPS device (presumably in their mobile phones) to direct them to the right location. Upon arrival at the precise location, the device will unlock a shop if products are still available. Visitors not at exactly the right spot can only preview the clothes.
Perfect Fools has deployed an external application programming interface (API) to assess the real-time weather conditions at the user's location and the available clothing changes according to the prevailing conditions.
"The goal is that Peak Performance has products for all weather types and there's no excuse not to get out and exercise," says the agency.
This year's campaign also has a lot more social integration both in how it's promoted through influencers and how the project encourages participants to share and engage.
For those who can’t or won’t trek to the actual pop-up locations, there's an online competition. Entrants submit a film or photograph of their favorite outdoor place and share it on Instagram with the geo-tag and hashtags #catchmagichour #mystore. Peak Performance will pick a winner from the entries and reward the winner with a full weather-proof gift package and open the store for others. All posts will be shared at CatchMagicHour.com.
Each market where a store is located is working with local PR agencies to drive awareness. And local influencers in each market and Peak's brand ambassadors are tagging into the campaign and supporting it with their engagement on social media to drive organic engagement and reach. That said, their participation is basically the same as other consumers: they go to a store, accept the challenge and upload a video.
“#catchmagichour can be an intense run, a fairway at dawn or a bike ride with unexpected surroundings," stated Jeanette Francke, marketing director, Peak Performance. "It’s whatever gets you going, it’s about feeling empowered and reenergized. With the help of Perfect Fools we’ve opened virtual shops at different locations around Europe to encourage people to get out there andwe hope as many as possible will take on the challenge.”