THE KEYS TO THE CITY 2010 FORD FIESTA WEST COAST TOUR
PREPARED FOR FORD BY TAOW MODERN MARKETING
N AT I O N A L P A R T N E R
B. Scott Taylor Jeff Guettler
MEGAN BASSET
CEO/FOUNDER
ACCOUNT DIRECTOR
PRESIDENT
Catie Charnock Team Manager Micah Henderson Lifestyle marketer Meryl Meyer Lifestyle marketer Mijken May Lifestyle marketer Elizabeth Bilotta Marketing Coordinator
Matthew Moss Jake Hollomon
CREATIVE DIRECTOR ART DIRECTOR
SENIOR DESIGNER/CREATIVE MANAGER
Gus Nicklos
Kate Stevens Marti Zimmerman ACCOUNT ASSISATANT Jordan Bergstrom PRODUCTION MANAGER ACCOUNT MANAGER
Tim Soter Rebecca Finch STREET ARTIST Gage Hamilton PHOTOGRAPAHY PORTLAND/SEATTLE PHOTOGRAPAHY BERKELEY
THE KEYS TO THE CITY – POP-UP SHOP series was a multi-sensory marketing approach to launch the all new 2011 Ford Fiesta. TAOW conceived, built, and executed a series of 4 pop-up shops to grow the experience between the Ford brand and product with consumers. The pop-up shops (briefly rented retail space) acted as cultural hubs, reflecting urban passions and city style. Consumers explored the Fiesta in this controlled environment that targeted city-dwelling 25-35 year olds. Local culture was leveraged to garner consumer trust and intrigue, while partnerships and collaborations enhanced its authenticity, providing local connections and iconic clout. Traffic driving components such as incentives, concerts, and contests encouraged young urbanites to visit each pop-up shop.
Merch Store ALL THE EXCITEMENT OF SPIN, IN T-SHIRT FORM!
LOOK SHARP, JUST LIKE YOUR ANCESTORS
DID BACK IN 1985,
ALL FOR THE EASY-TO-REMEMBER PRICE OF
$19.85
Just as you never leave a concert without visiting the merch table, don’t leave SPIN.com without checking out the brand-new merch store.
SPIN.COM/MERCH SPIN Magazine
• SPIN.com • SPIN Digital • SPIN iPhone App N AT I O N A L P A R T N E R
POP UP SHOP KEY MARKETS + DATES NORTHWEST
PORTLAND JULY 15TH - AUGUST 10TH, 2010
SEATTLE SEPTEMBER 1ST -19TH, 2010
BAY AREA
SAN JOSE AUGUST 13TH -22ND, 2010
BERKELEY SEPTEMBER 30TH – OCTOBER 10TH, 2010
RESULTS
350+ LOCAL PARTNERS
PORTLAND
SEATTLE
BAY AREA
8,400 VISITS TO POP-UP SHOPS ( APPROX )
55,000 FIESTA BRANDED CITY GUIDES DISTRIBUTED TO DATE ( APPROX )
7,920 FIESTA BRANDED JONES SODAS DISTRIBUTED
RESULTS
40+
FIESTA PHOTO SHOOTS
WITH TASTEMAKERS TO ACTIVATE LOCAL PARTNERSHIPS & DRIVE TRAFFIC
11 MINUTE “FIESTA” CONVERSATIONS AVERAGED
16 BANDS PLAYED THE FIESTA LOUNGE
49 TOTAL DAYS POP-UP SHOPS WERE OPEN
CONCEPT + STRATEGY TAOW was tasked with creating a grassroots experiential program to support the launch of the new 2011 Ford Fiesta. The target demographic – the millennial consumer – consists of urban dwellers and young buyers. Few have figured out how to get face-to-face with this overstimulated generation. How do you get a consumer group known as “unreachable” to physically engage with the product and in a meaningful way?
+
Traditionally, grassroots auto launches consist of a vehicle display and product specialists positioned at events, festivals and other outdoor venues, intercepting potential future customers. Taking into consideration how the millennial consumer absorbs information and makes buying decisions, TAOW felt there were too many barriers with this demographic and that a more refined strategy was required. We felt trust was needed before a meaningful experience could be had with this demographic. Our decision was to create an environment that celebrated their lifestyles and allowed them to discover how the Fiesta would fit into said lifestyles. We needed an environment where young buyers felt comfortable, while maintaining an authentic offering, and be accepted. The markets that hosted TAOW’s experiential program were progressive urban cities, rich with unique local culture; Seattle, Portland, and the Bay Area. These markets have a thriving independent culture of restaurants, cafÊs, shopping, and music. Local brands and tastemakers drive the local landscape and city style. TAOW considered the cultures and trends of each market and tasked ourselves with the following: How do we integrate with local culture? How do we get tastemakers to endorse the Fiesta product? How can we leverage existing social and consumer networks in each market to drive acceptance of, and interaction with, the Fiesta? The solution: a merger of local culture and Ford Fiesta branding, aimed at the targeted lifestyle, housed in the local community, and incubated in a controlled environment called a pop-up shop (or cultural hub). TAOW produced a series of pop-up shops that celebrated city dwelling and local culture. For a limited time, rented retail space was transformed into a cultural hub. Located in popular urban shopping districts, these pop-up shops attracted young urbanites and offered what they crave: live music, shopping, promotions, and a place to chill out, all under the backdrop and branding of the Ford Fiesta. Most importantly, they were able to experience firsthand how the Fiesta fit their urban lifestyle. A multitude of national and community business partnerships were created to build the connection to the local culture in each market. One key component was the Urban Navigator – city pocket guide. This guide mapped out the best restaurants, cafes, boutiques, and more, connecting the Keys to The City series and Ford Fiesta messaging with over 350 local businesses. TAOW feels this method of introducing a new product reflects a new wave of the car buying process for these young consumers. The education and product experience provided could be developed further, allowing for a customer to be pre-educated before making the final dealer visit. If such a consumer completes the entire experience, this customer could earn special privileges when entering the dealership, and be given the ability to be accelerated straight into the buying process.
THE KEYS TO THE CITY POP-UP SHOP ELEMENTS
CREATING THE SPACE site selection, build out, & design of each pop-up shop LIFESTYLE MARKETERS uphold lifestyle messages and make real connections MARKETING + PARTNERS pre-promotion, events and partnerships LOCAL CULTURE INTEGRATION leverage partnerships to gain local authenticity MUSIC // THE FIESTA LOUNGE SPIN magazine, Gimme the Gig, local bands CONSUMER FEEDBACK reactions and feedback on Fiesta and marketing concept POP-UP SHOPS AT A GLANCE per city highlights and metrics
CREATING THE SPACE
(site selection, build out, & design of each pop-up shop)
TAOW directed and managed all aspects of the site, including scouting, selecting and securing the locations, managing contracts, construction and fabrication of the in-store retrofit. This also included design, installation, permitting, insurance and local crew sourcing direction and management. Each pop-up shop was designed to mirror and welcome urban youth culture and style. The elements used combined modern street art, photography and sleek designer lounge furniture. To complete the space, custom temporary retail fixtures were designed for apparel and accessory showcases with local well known clothing stores. Finally, a lounge area was added with custom build Apple computer bar, inviting guests to surf and browse which brought together a relaxed and engaging space, allowing the team to engage with the demographic.
A modern photo booth equipped with a fisheye lens captured candid photos of pop-up shop goers. Photo backgrounds featured the Fiesta amongst urban styling and Ford branding. Over 1,200 photos were taken. Photos were automatically uploaded to a promotional website and had capabilities to be immediately attached to personal profiles on online social networking sites such as Facebook.
LIFESTYLE MARKETERS (uphold lifestyle messages and make real connections) Personality and interest are the basis of social interactions. A team of lifestyle marketing specialists were hand picked to represent Ford in the Keys To The City – Pop-Up Shop Series. This team leveraged their interpersonal savvy, life and social experience, plus personal style to connect with consumers. The lifestyle team generated conversations about city living and urban culture, while leading consumers through an exploration of the 2011 Ford Fiesta. Consumer connections with ambassadors averaged 11 minutes. When able to utilize lifestyle conversation, duration is naturally maximized and equates to more exposure to both Ford and Fiesta.
MARKETING + PARTNERS (pre-promotion, events and partnerships)
Marketing efforts began in each pop-up market up to one month prior to opening. Live presence in each market began one week before each pop-up opening. To market each pop-up shop and ensure that both natural and destination foot traffic were maximized, multiple marketing platforms were utilized. Traditional forms such as posters and flyers were made and distributed. Local culture was leveraged and many partnerships were formed. *see Partnerships & Local Integration for further marketing support examples.
A custom website (thefiestalounge.com) was created to showcase photo booth photos taken by consumers at each pop-up shop. This site uploaded (real-time) photos. Consumers visited the site to view and retrieve photos. The participation on the site was a huge success! Website (thefiestalounge.com) generated the following results: Total hits: Total picture views: Average photo views: Downloaded images: Average time spent on site: Facebook links:
1,133,499 33,892 4 4,292 4:57 244
PARTNERS The Keys To The City – series partnered with lifestyle brands to relate to and intrigue urbanites. The campaign was enhanced through partnerships that provided resources, product, and promotional outreach. These partnerships not only created a robust consumer experience, but the project was made more cost-effective as well.
NATIONAL PARTNERS JONES SODA – 7,500 distributed (approx) - Provided promotional product featuring custom Ford Fiesta branded labels - Plugged Ford Fiesta on Facebook and drove traffic to pop-up shops via promotions SPIN Magazine – 3,000 (approx) Free magazines distributed - Integrated iconic music culture and credibility - Incentivized participating bands with inmagazine coverage - Provided free magazines and subscriptions
LOCAL CULTURE INTEGRATION (leverage partnerships to gain local authenticity)
To ensure each pop-up shop was embraced by the local culture of each market, outreach and integration served as the catalyst for prepromotion. The following three examples illustrate how the Keys to The City – Series connected with each local community.
#1 URBAN NAVIGATOR
Pocket guide to city living, showcasing the local hotspots. 350+ local businesses were featured (sponsored by Ford) in limited edition pocket guides created for Portland, Seattle, and the Bay Area (3 total). Guides featured Fiesta branding. Once produced, over 75 hotspots in each market distributed this pocket guide. Over 70,000 guides were distributed. This outlet offered a unique purpose to connect with local culture and generated word of mouth marketing in each market. Businesses organically became Fiesta/ Ford advocates and increased awareness of the pop-up shops.
#2 PHOTOSHOOT + KEYS TO THE CITY – BOOKS 65 local businesses and tastemakers participated in The Keys to the City photo shoot, which resulted in custom books and art, featured in each pop-up shop. Ford Fiesta was associated with locally relevant icons in each market. The custom Keys to The City books were located in the Fiesta Lounge within each pop-up shop. Consumers lounged and dwelled while flipping through these books.
#3 INSTALATIONS IN POP-UP SHOP To bring themes like shopping and music to life in each pop-up, partners were made tangible through installations. Diorama-like displays featured clothing and accessories that resonated with the core demo. In select pop-up shops consumers were able to buy popular urban fashion brands.
KEY LOCAL PARTNERS Select local businesses collaborated at great lengths to capture the goal of a multi-sensory experience.
Local 35 // Retail - Clothing (Portland, OR)
Curated the pop-up shop, offering urban lifestyle clothing for sale Marketed the pop-up shop on Facebook, blog, posters, and flyers Externally promoted sale of limited edition clothing and drove traffic to pop-up shop
Sticks & Stones // Brand - Art/Jewelry/Music (Portland, OR) - Collaborated to create VIP events - Responsible for driving traffic of over 1000 attendees - Marketed the pop-up shop on Facebook, posters, and flyers
EVO // Retail - Clothing/Art/Skate/Snow (Seattle, WA)
- Showcased urban lifestyle fashion in the pop-up shop - Offered 10% off coupon to pop-up shop attendees - Marketed the pop-up shop on Facebook and blog - Promoted events at the pop-up shop - Introduced additional partners and advocates
Convert // Retail – Clothing (Berkeley CA) - Curated the pop-up shop, offering urban lifestyle clothing for sale - Promoted events at the pop-up shop - Offered free gift with purchase to 55 pop-up shop attendees
Guerilla Café // Café (Berkeley CA) - Promoted events at the pop-up shop - Drove traffic to pop-up shop by honoring 33 free coffee vouchers to pop-up attendees.
MUSIC // THE FIESTA LOUNGE (SPIN magazine, Gimmie the Gig, local bands)
Music was the major theme integrated into the pop-up shops. The Fiesta Lounge was a designated space within each pop-up shop that celebrated music and lounging. Every week indie bands played intimate shows. 16 shows in total were hosted. These shows increased traffic to the pop-up shops by 1000 (approximately).
The following bands played at the Fiesta Lounge. (ESTIMATED ATTENDANCE IS REFERENCED PER SHOW).
PORTLAND, OREGON 1776 - Indie Rock (75) The Ravishers - Indie Rock (40) The Hugs - Garage/Pop/Rock (50) Vanimal - New Wave (100)
SEATTLE, WASHINGTON Perry Acker - Pop/Rock (80) Boomzilla - Electronic (25) Carsen Henley - Rock/Pop (30) Stereo Sons - Indie Rock (30) The Murdochs - Indie Rock (30) Joe Black - Hip Hop (20) Brian Orton - Indie Folk (15)
BERKELEY, CALIFORNIA Finding Jupiter - Indie Rock (30) Kelly Love - Reggae (30)
SAN JOSE, CALIFORNIA ATTENDANCE COULD NOT BE DETERMINED DUE TO STAGING WITHIN POPULATED PUBLIC COMMON AREA
Brook & River - Acoustic Folk (N/A) Troy Joseph Curtis - Alternative/Pop (N/A) Roosevelt Radio - Alternative/Rock (N/A)
SPIN Magazine partnered with The Keys to The City - series. SPIN offered iconic music culture and credibility. This partnership enticed more established indie rock bands to play at the pop-up shops SPIN incentivized, offering in-magazine coverage on select bands, free magazines, and subscriptions. Over 3,000 SPIN Magazines were given to show goers and pop-up attendees. Gimmie the Gig – Ford’s parallel social media campaign provided band sourcing support, social and viral on-line marketing, and offered grandfathered partnerships such as Gibson Guitars and Fatboy.
CONSUMER FEEDBACK KEYS TO THE CITY // POP-UP SHOP
The spaciousness of the hatchbacks.
“Feels so much bigger than it looks”
One mother commented that she was amazed that while she shoppd Local 35 (Portland) and her children pretended to drive the Fiesta, she couldn’t hear their squeals at all, she was delighted by how solid the sound insulation was.
Excited by the fact that the Fiesta is a perfect city car with its fuel efficiency but still has the spaciousness that allows for weekend getaways to the coast.
“I am really excited how personable Ford has become and how great it is that
Ford is showing interest in local culture and community.“
“I’m happy to see an American made, fuel efficient car with a modern design.”
“I grew up in Detroit (a place where 25% of the population was Ford employed), I am very excited to see how far the Fiesta has come, even in regards to the Focus. I’m surprised by the overall design & sportiness of the car. I’m also glad to see that Ford is getting aggressive with marketing/advertising. I didn’t expect them to take it so local, I’ll deffinitely be attending some of the upcoming promotions.
”
“I’ve already made up my mind to purchase a Fiesta, I came here to decide whether I like the Lime Squeeze or the (Hot) Magenta better.” She then proceeded to climb around in both of the cars to make her final decision.
“We saw the Fiesta at a car show, however they were on rotating pedestals and unavailable for exploration. We are excited to actually see the interior and under the hood of this sexy new set of wheels.”
“I dig this concept. Instead of watching a commercial on the television I’m actually experiencing this in person, very hands on. And I’m walking away with a free soda, and smiling!”
“I moved here from the Netherlands and it’s good to see the Fiesta in the US, my wife’s next car is this car. I wish the Fiesta was this reasonably priced when I lived in Europe.”
“I’m taken aback by the vibrancy of these new cars!” “Yeah, sure I’ll take a soda, but to be honest I’m just interested in the Fiesta, tell me more about it.”
“Wait, what does it start at? $13,500??! . Honestly I think I just found my nieces first car, I’ve been wanting to buy her a car for college and this will be a great fit.” One child said “Daddy I want to go back to Santana Row so
we can test drive the Fiesta, it was so cool!”
The Father then said,
“we’ll be back tomorrow with our whole family to test drive it again if that’s okay”, our reply was
“yes of course!”
“So if we test drive a car here in San Jose are we still allowed to test drive the car in Seattle?” “Oh I saw this car on TV, it is so cool looking”
“I read about this car the other day, (opens door and sits in the driver seat), wow this is REALLY nice, tell me more about it.” “This is the Fiesta Lounge that Caroline and Kelly were at last night... they said the band that played was really good, who’s playing tonight?” “This is really awesome! Can I come back with my friends?” “Oh my gosh this place just gets cooler and cooler!” “Wait... I get to test drive a dope ride AND they give me $50 bucks...where do we sign up?!”
“Oh cool! We should bring all our friends here and take pictures with the car!”
“Let’s get all our friends to sign up and then we can take a fun day trip to test drive a Fiesta!” “I feel like this place is a hidden gem, I’ve always wanted a place I could go to and just hang out like this, this is amazing.”
“I just heard from a friend that this whole thing is an advertisement for the Ford Fiesta’s. That’s amazing. Kudos!”
“I was in a shop down the street and everyone was telling me about this place. I am glad I took their advice and stopped by!”
“My husband found this place earlier and sent me over. We are looking for a new car and this would be perfect for our family. I am so glad he stumbled upon this.” “I would love to take a picture with my kids in front of the car. The Fiesta was actually my very first car. It’s nice to see that they have come back to the states.”
“I’ve been really interested to check out this car ever since I saw the ads saying it was arriving in the US. I’m from Germany and always loved the look of the Fiesta, but it’s never been in my price range until now.” “This is very well laid out, I’ve been very interested to see the Fiesta. Now if they could only make it with a convertible.”
“How imaginative! I’m very pleasantly surprised to see Ford doing something so hip and innovative.”
“This is great, I’m very interested in buying a Fiesta! It’s refreshing to be able to check out the car in a hands on environment without the usual pressure of a dealership.”
PORTLAND POP-UP SHOP AT A GLANCE JULY 15TH - AUGUST 10TH, 2010 WHERE Music Millennium - iconic former record store 801 NW 23rd Ave. Portland, OR
ANALYTICS
Total store traffic: 3,000 (estimated) Total iPad/iTouch leads: 93
FIESTA LOUNGE PERFORMANCES (ATTENDANCE) 1776 - Indie Rock .........................................(75) The Ravishers - Indie Rock .............................(40) The Hugs - Garage/Pop/Rock . .........................(50) Vanimal - New Wave ......................................(100) Closing Party with live DJ ...............................(30) Kevin Carroll Book n’ Beats ............................(25)
SPECIAL EVENTS + PROMOTIONS Sticks n’ Stones Party.....................................(300) Local independent jewelry company threw a party at the Fiesta Lounge and brought a crowd of 300 urbanite hipsters who rocked out to three different bands and two DJ’s. First Thursday @ Lizard Lounge.......................(500) The Fiesta team collaborated with Lizard Lounge to take advantage of the foot traffic of Portland’s iconic First Thursday art walk celebration held in the city’s Pearl District. Lizard Lounge regularly draws 500 people. The team offered a Fiesta shuttle service to anywhere in the gallery district and signed people up for test drives. The Fiesta Box Office was set up in the neighboring storefront and became the place to pick up concert tickets and vouchers for Fiesta taxi rides. This venue, directly off the street, became a safe and welcoming introduction to the pop-up itself and served to boost overall traffic.
PARTNERS Widmer Brewing - donated several cases of beer for our Friday live music events. Lizard Lounge - promoted the pop up shop to their large established customer base inside of their shop and through social media outlets. Local 35 - a local independent business, transformed a portion of the Pop up shop into a retail store that sold items that catered to the Fiesta’s targeted audience. In addition they offered sales to bring in more foot traffic on slower days and promoted the space on a daily basis through their established social media outlets. Sticks n’ Stones - a group of local tastemakers that make innovative wooden and metal jewelry promoted the shop through flyers and social media. In addition they threw a very successful party at the Pop Up shop in order to show hundreds of their devoted clients how the Fiesta can fit into their very hip and active lifestyle.
ADDITIONAL LOCAL PARTNERS
THE KEYS TO THE CITY – URBAN GUIDE AMNESIA BREWING COMPANY ATMOSPHERE CLOTHING BACKSPACE BAKERY BAR BARA SUSHI HOUSE BARISTA BEAKER & FLASK BEAST BEAUTY BAR BISHOPS BARBERSHOP BIWA BLACKBIRD TATTOO BLEUET- A BOUTIQUE YOGURT BLUSH BEAUTY BAR BUNK SANDWICHES CACAO CAFFÉ ALLORA CANOE CASA DEL MATADOR CASA NARANJA CHAPTER FOUR CREMA BAKERY CROSSROADS TRADING CO CROW BAR CUPCAKE JONES DESTROY DIG DOUG FIR LOUNGE EAST BURN ELECTRIC COBRA TATTOO CLUB EXIT REAL WORLD FLOATING WORLD COMICS FROCK GOLD DUST MERIDIAN GOTHAM TAVERN GRAVY HALO SHOES HERBIVORE CLOTHING HIP HIVE HOLOCENE JUPITER HOTEL JUST BE COMPLEX/COMPOUND LIZARD LOUNGE LOCAL 35
LOVEJOY BAKERY LUX LIGHTING MISSING LINK TOYS MOLOKO PLUS MUSIC MILLENIUM NAKED CITY NIGHTLIGHT LOUNGE ODDBALL TATTOO OGLE OH BABY OLYMPIC PROVISIONS OPTIC NERVE ARTS ORANJ STUDIO PED X SHOES PIN ME UP APPAREL POK POK RESTAURANT POP UP SHOPPE POR QUE NO TAQUERIA PROST! ROTTURE SCAPEGOAT TATTOO SCREEN DOOR SECRET SOCIETY SIAM SOCIETY SKELETON KEY TATTOO SOLE SOMEDAY LOUNGE STICKS AND STONES STUMPTOWN COFFEE SWEET PEA BAKING CO. TENDER LOVING EMPIRE THATCH TIKI BAR THE BYE & BYE THE PARLOUR SALON THE PRESS CLUB TIGER TIGER SALON TIGERLILLY TATTOO TORO BRAVO UPPER PLAYGROUND KEN’S ARTISAN PIZZA LE PIGEON VICTORY BAR VISAGE EYEWEAR YAKUZA LOUNGE
SEATTLE POP-UP SHOP AT A GLANCE SEPTEMBER 1ST - 19TH, 2010 WHERE Cellophane Square - iconic former record store 4538 University Way Northeast, Seattle, WA
ANALYTICS
Total store traffic: 1,955 (estimated) Total iPad/Touch leads: 137
FIESTA LOUNGE PERFORMANCES (ATTENDANCE) Perry Acker - Pop/Rock . .................................(80) Boomzilla - Electronic ....................................(25) Carsen Henley - Rock/Pop ..............................(30) Stereo Sons - Indie Rock ................................(30) The Murdochs - Indie Rock . ...........................(30) Joe Black - Hip Hop . .....................................(20) Brian Orton - Indie Folk . ................................(15)
DAILY PROMOTIONS Photo booth contests for large prizes offered by local and national partners. Fiesta team distributes promotional flyers and Unscene Guides throughout the city in the Ford Fiestas. Punch cards were created for local independent coffee shop Grinders Café to distribute to their customers. The customers would then visit the Fiesta Lounge to get their cards stamped to redeem $3 off an item and the Café, thus allowing us to share their foot traffic and send repeat business back to the partner.
PARTNERS Moksha - created a retail installation in a portion of the pop-up shop. Retrofit Home - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta. Clutch - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta. Sneakery - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta. Grinders Café - distributed punch cards sending customers to the pop-up shop. Pop Chips - donated twenty plus cases of Pop Chips for the team to distribute to customers entering the Pop-Up shop and they lent two Fatboy Bean bags resembling a bag of Pop Chips for customers to lounge upon. They ran a photo booth contest where the winner would receive a year’s supply of Pop Chips. In addition they promoted the Fiesta Lounge through their social media outlets. Evo - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta. They also offered Fiesta lounge customers a 10% discount to anything in their store. Evo promoted the Fiesta Lounge through their social media outlets and offered up contacts for local donations.
ADDITIONAL LOCAL PARTNERS
THE KEYS TO THE CITY – URBAN GUIDE 20/20 CYCLE 8 LIMBS A MANO ACE HOTEL ALL ABOARD AMITA:THE ART OF GI’S BABALOUISE BAKERY NOUVEAU BAL MAR BANYA 5 BLACKBIRD CAKESPY SHOP BROUWERS CAFÉ PRESSE CAFFE FIORE CAFFE VITA CAMELION DESIGN CHAPEL CHARTREUSE CLUTCH CUGINI CAFÉ DINEOE EASY STREET RECORDS EVO FLEURISH: ORCHIDEE FLYING SQUIRREL PIZZA FRESH FLOURS FROCK SHOP GALACUC BOUUQUE GOODS HAVANA HAZLEWOOD HIDDEN HAND TAOOO HIP ZEPHYR HORSESHOE IAN JIVE TIME RECORDS KARMA MARUNI LOUNGE & BISTRO KICK IT BOOTS KIMBERLY BAKER KINGFISH KNEE HIGH STOCKING CO. LA ROUSSE LAMBS EAR MAISON LUXE
MAYA WHOLE HEALTH STUDIO MIRO TEA MISHKA MORRIS LMT MOLLY MOON ICE CREAM ODDFELLOWS OLIVERS TWIST OOHLAS PASEO PETAPOLUZA POCO WINE ROOM POPPY RAIN SHADOW MEATS REJUVENAUON RETAIL THERAPY RETROFIT HOME SAMBAR SHOOFLY PIE CO. SMASH WINE BAR SONIC BOOM RECORDS SQUARE ROOM SWAY & CAKE / TBC TAVERN LAW THE BIG PICTURE THE FINERIE THE HOT HOUSE THE INDUSTRY THE PIN CUSHION THE SNEAKERY THE VERA PROJECT THE WILD ROSE THEO CHOCOLATE TOTOKAELO TOUGO COFFEE TROPHY CUPCAKES TUULI VAIN VELOCITY ART & DESIGN VETRI VOLTERRA WHIMSY HOME ZAYDA BUDDYS
BERKELEY POP-UP SHOP AT A GLANCE SEPTEMBER 30TH - OCTOBER 10TH, 2010 WHERE Near UC Berkely campus 1823 4th St Berkeley, CA 94710
ANALYTICS
Total store traffic: 1,245 (estimated) Enter to win + paper leads: 143
FIESTA LOUNGE PERFORMANCES (ATTENDANCE) Finding Jupiter - Indie Rock ...........................(30) Kelly Love - Reggae .......................................(30)
DAILY PROMOTIONS Photo booth contests - most creative photograph receives a case of Jones soda with their picture on the bottles. Fiesta team - distributes promotional flyers and San Francisco & Berkeley city guides throughout in the Ford Fiestas Punch cards - created for two local independent businesses to distribute to their customers. The customers then visited the Fiesta Lounge to get their cards stamped to redeem at the business, thus allowing us to share their foot traffic and send repeat business back to the partner.
PARTNERS TOMS - main artist came to the Pop up shop and designed/ personalized customers TOMS shoes Evarize - created a retail installation in a portion of the Pop up shop and participated in a promotional photo shoot with the Ford Fiesta. 501 Skateboarding - participated in a promotional photo shoot with the Ford Fiesta. Bows & Arrows - participated in a promotional photo shoot with the Ford Fiesta. Convert - created a retail installation in a portion of the Pop up shop and participated in promotional photo shoot with the Ford Fiesta. In addition they distributed punch cards to customers sending them to the Fiesta Lounge, where the team would then stamp the cards to be redeemed for a free pair of Happy Socks. Guerilla Café - created a retail installation in a portion of the Pop up shop and participated in a promotional photo shoot with the Ford Fiesta. In addition they distributed punch cards to customers sending them to the Fiesta Lounge, where the team would then stamp the cards to be redeemed for a free 12oz coffee.
BAY AREA ADDITIONAL LOCAL PARTNERS THE KEYS TO THE CITY – URBAN GUIDE ACCENT ON FLOWERS AMNESIA ANDALU AQUA SURF SHOP ARLEQUIN CAFÉ ASQUEW GRILL AXUM CAFÉ AZALEA BELLJAR BERETTA BESPOKE CYCLES BIRCH BLACKBIRD BLUE J CAFÉ BLUSH! BOOKSMITH BOX DOG BIKES BURGER JOINT CAFE ABIR CAFE COLE CAFE DU SOLEIL CANDYBAR CASTRO TARTS CHILE PIES CITY ART CO-OP COCO LUXECONFECKONS D-STRUCTURE DELFINA DEMA DOLORES PARK CAFÉ DOMO SUSHI EARTHBODY EL RIO FABRIC8 FASHION SLAVE FIDDLESKCKS FIVE AND DIAMOND FLY BAR FOREST BOOKS FRINGE SALON FRIJTZ GALARIA DE LA RAZA GOORIN BROS. HAT SHOT GREEN CHILE KITCHEN GRIND CAFÉ HORKCA INSIDE MODERN INTERSECKON FOR THE ARTS JOHN FLUEVOG SHOES JOSEPH ANDRADE FLORAL JOY O DESIGNS/STUDIO 3579 KIDS ONLY LA BOULANGE LE ZINC LIFE LILAH BELLA’S LITTLE STAR PIZZA LO] 1513 LOVED TO DEATH
LOWER HATERS LOYAL ARMY LUNA PARK MADRONE MATCHING HALF CAFÉ MEMPHIS MINNIE’S BBQ METRO CAFFE MIRANDA CAROLIGNE MISSION BICYCLE MOJO BICYCLE CAFE MOMI TOBY’S REVOLUKON CAFÉ & ART BAR MONK’S KETTLE NOC NOC NOMADS ON THE CORNER CAFÉ OXEN ROSE SALON OXYGEN MASSAGE THERAPY PAXTON GATE PEACE CENTER CAFÉ & B&B PEEKABOOKQUE PILATES ON PAGE PLANTAKON SF POESIA PROPELLER REGALITO ROKCERIA RNM RESTAURANT ROOM 4 RUBY SAMOVAR TEA LOUNGE SEE JANE RUN SFO SNOWBOARDING SHALOM ORGANICS SHOE BIZ SKIN CITY SMUGGLER’S COVE SOUTHERN EXPOSURE GALLERY SPIKE’S COFFEES & TEA SPORK SQUAT & GOBBLE STACKS STREETLIGHT RECORDS SUPPENKUCHE SWANKETY SKWANK SWIRL ON CASTRO TATAKI SUSHI BAR THE MISSION STATEMENT THE SCARLET SAGE HERB CO. THE TRIPLE CROWN THE URBAN NEST THREE TWINS ICE CREAM TRUE SAKE TRUNK SF TWEEKIN RECORDS + ART UNIONMADE URBAN BREAD VEO OPKCS WEIRD FISH YOGA FLOW YOGA GARDEN
SAN JOSE POP-UP SHOP AT A GLANCE AUGUST 13TH - 22ND, 2010 WHERE Santa Row Shops 368 Santana Row, San Jose CA
ANALYTICS
Total store traffic: 2,200 (estimated) Total iPad/iTouch leads: 43 Total paper leads: 100+ (sent to Ford corp.)
FIESTA LOUNGE PERFORMANCES Brook & River - Acoustic Folk Troy Joseph Curtis - Alternative/Pop Roosevelt Radio - Alternative/Rock
DAILY PROMOITONS Shuttles/Fiesta taxies - offered anywhere in Santana Row. Test-drives were also offered. Free vintage Ford T-shirt to all who test-drove a Fiesta. Best photo won a case of MyJones soda with their Ford photobooth picture on it.
PARTNER Good Joe - a local independent ‘green’ t-shirt company, brought in a large selection of locally designed products for sale and helped promote the Pop up shop to all of their established customer base.
CONNECTING BRANDS TO THE CORE CONSUMER SINCE THE HAN DYNASTY
1801 NW Upshur St. | Suite 760 | Portland, OR 97209 | ph: 1.503.228.1134