THE POPPI-MART TEAM TALKS PARIS HILTON AND WHAT’S NEXT🫐
THE POPPI-MART TEAM TALKS PARIS HILTON AND WHAT’S NEXT🫐
FT. TWO VERY SPECIAL GUESTS
IRL activations are all the craze right now. Across categories, brands are going on “tour” and hosting events (or stunts) targeting their fanbases nationwide. Beyond building community, these efforts are a strategic way to amplify their latest campaign or product launch in an attention-grabbing way. Or celebrate a holiday like we previously covered with Jolie. Here are some of our recent favorites:
Let’s chat pop-ups specifically. According to many brands we’ve spoken with, the success of a pop-up can largely be attributed to its location. Simply put, securing a lease in a densely populated area guarantees a steady flow of passersby, ensuring a sufficient level of foot traffic. Some brands lean on external partnerships - whether through a singular event or a range of offerings - as an additional distribution channel to attract more visitors. However, the most influential brands believe in the power of their own platforms to reach their consumers and secure their attendance.
This was certainly the case with Poppi at the “Poppi-mart” experience they hosted in LA from January 26th to 28th. In our opinion, this event has become the blueprint for this generation, outlining how to execute a successful pop-up that not only fosters community, but effectively spreads awareness:
The wow factor of this event didn’t solely arise from its aesthetic appeal or the sheer number of visitors, though those elements were certainly impressive. Instead, it stemmed from their use of various channels to amplify the overall experience. Let’s take a deeper dive:
Mystery Gifting: In the days leading up to the event, a select group of influencers and creators received PR packages containing two "mystery" cans. The metallic soda-shaped boxes not only prompted social media posts, but also fueled engagement as followers eagerly speculated on the new flavor.
Cable Advertising: The brand made a strategic investment in a Cable TV campaign (that aired last night at the Super Bowl), showcasing their mission to redefine the soda industry. This was complemented by an out-of-home campaign in the Los Angeles area, creating a multi-faceted approach to reach their audience.
Star Power: Elevating the event further, the iconic Paris Hilton graced the space with a performance, while top-tier influencers like Chris Olsen and Emily Mariko added to the star-studded attendance. This combination of short-term excitement and sustained buzz resulted in over 1,000 organic posts, solidifying the event's success.
And now, for the fun part: our chat with the Poppi-mart team. We spoke with Sonny Rothstadt, PR, Partnerships, and Events Director, and Sophia Sesto, Director of Culture and Awareness, at Poppi. Why was it finally the right time for a pop-up? How did they mobilize their community around the event? Future learnings? And, of course, we had to ask about Paris Hilton. Check it out:
PEOPLE BRANDS AND THINGS: Why was it the right time for an in-person experience?
SR + SS: We wanted to celebrate our new campaign, The Future of Soda which has been coming to life across all channels - and introduce our new Wild Berry flavor to our community before it hit shelves. Not only is this a new core flavor, but its our first 16 oz can so we wanted to do something really fun and engaging to introduce it.
PBT: How did the Poppi-mart concept relate to the larger “The Future of Soda” campaign?
SR + SS: The Future of Soda campaign embodies our vision of redefining soda and introducing a new era of soda culture. The poppi mart served as a physical manifestation of that mission. Everything in the space was designed to be immersive and future-forward - from the hologram of our Co-Founder Allison welcoming guests in, to the chrome convenience store props to the 3D graphics throughout - every detail tied back to showcasing poppi as the future of soda.
PBT: How did you mobilize your community around this in-person event?
SR + SS: We focused on leveraging our strong online presence and engaging directly with our audience in a few ways:
Social Engagement: We regularly teased the poppi mart leading up to the launch but without sharing too much detail and collaborated with influencers who attended our launch party before it was open to the public. This helped generate buzz and anticipation for the public opening.
Exclusive Merch and Perks: We offered exclusive merch designed specifically for the poppi mart and perks to our community who attended, such as a free piece of limited-edition merch for the first 150 attendees in line.
Collaborations and Partnerships: Working with influencers of all sizes in the LA area and celebrities, like Paris Hilton, helped generate additional excitement around the event and played a huge role in driving buzz and attendance.
Interactive and Shareable Experiences: The poppi mart was designed to be an immersive and visually stunning space where attendees could take photos and videos, creating shareable content that amplified the event's reach. By providing a backdrop for content creation, we leveraged the power of UGC to further engage our community.
PBT: Why Paris Hilton and what does she represent in the world of Poppi?
SR + SS: Paris is iconic. She’s a trendsetter and is always ahead of the curve which resonates with us as we work to break away from traditional soda norms. Her presence symbolizes our desire to push boundaries, embrace newness, and create a cultural shift.
PBT: Can you share any learnings from the event and how you hope to approach future activations?
SR + SS: One of the key learnings from the event was the power of community engagement and the importance of creating a memorable and immersive event. We saw firsthand how our community responded so enthusiastically to the poppi mart, lining up early and sharing their experiences on social.
In future activations, we’ll aim to continue fostering this sense of community by incorporating interactive elements and exclusive perks for our community. We want to create opportunities for them to connect with us and with each other, whether it's through meet-and-greets, special access to merch and new flavors, or unique experiences.
We also learned the significance of strategic partnerships and collaborations. The involvement of influencers and celebrities like Paris Hilton brought added excitement and drew even more attention to the event. Moving forward, we plan to explore more collaborations that align with our brand values and can help us reach new audiences.
Overall, our approach to future activations will be centered around creating unforgettable experiences, nurturing our community, and leveraging strategic partnerships to amplify our message and expand our reach.
Want to submit a pitch? Email (or DM) us: peoplebrandsandthings@gmail.com