The original Airwalk Gym was sold to a generation of youth that spend their time at the beach or skatepark while ditching gym class. So for the limited edition relaunch Airwalk took the shoe back to these places. They created invisible pop up stores, the only place that the new shoes could be purchased, and the store was only live for one day.
Consumers could download the app and go to specific location to discover the "invisible' pop-up store. Taking a photo of the giant Airwalk shoe that appeared through augmented reality technology provided access to the e-commerce store to buy the Airwalk Gym. As Goldrun puts it they created allowed exclusive product sold to an exclusive audience for an entirely new retail experience.
The campaign created a lot of buzz, an estimated $5 million worth of free media coverage. This excitement aslo converted to sales with Airwalk's e-commerce site having it's busiest trading day ever, and has reportedly witnessed the most traffic in the company's history since then.
The potential of these virtual stores is limitless, and is currently unregulated. There's nothing stopping an invisible pop-up store being created in a mall, park or even in your own home. Virtual real estate is everywhere for the taking!
Author Profile: Nicole Williams
A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.
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