Pepsi has opened a new music-centric, experiential space in the popular amusement park Hersheypark. The interactive installment is being called the 'Pepsi Pop Store.'
Building on the brand's well-known association with pop music, this space invites guests to enter "dance pods" where they can build digital avatars and record mini music videos. According to Pepsi, the space is 2,500-square-feet and contains an apparel store, exclusive fan merchandise, and several generously stocked coolers for freebie drinks. The standout feature of the space is, however, its interactive, music-based game, which Pepsi hopes will let guests "unleash their inner pop stars."
The 'Pepsi Pop Store' represents yet another example of the recent revival of experiential marketing, which is undoubtedly trending due to the global loosening of COVID-19 restrictions and the growing desire for consumers to get out and 'experience' the world.
Branded Experiential Pop Ups
Pepsi Launches 'Pepsi Pop Store' Experience at Hersheypark
Trend Themes
1. Experiential Marketing Revival - The recent loosening of COVID-19 restrictions and growing desire for consumers to 'experience' the world is leading to a revival of experiential marketing.
2. Music-based Interactive Installments - Music-based interactive installments are becoming a popular trend in experiential marketing, as seen in the 'Pepsi Pop Store.'
3. Digital Avatars & Mini Music Videos - Building digital avatars and recording mini music videos is a rising trend in experiential marketing, as demonstrated by the 'dance pods' in the 'Pepsi Pop Store.'
Industry Implications
1. Beverage - Beverage companies have an opportunity to leverage experiential marketing to enhance their brand and products, as Pepsi did with the 'Pepsi Pop Store.'
2. Amusement Parks - Amusement parks have an opportunity to incorporate more music-based interactive installments like the 'Pepsi Pop Store' to enhance the guest experience.
3. Apparel - Apparel companies can partner with experiential pop ups to sell exclusive fan merchandise, as seen in the 'Pepsi Pop Store.'