37.5 Technology Set Up Its 'Cliffside Shop' on the Face of a Mountain

 - Aug 31, 2017
References: thirtysevenfive & adweek
High up on the face of a mountain in Boulder, Colorado, climbers recently had the chance to discover the 'Cliffside Shop,' a pop-up retail space from advanced materials company 37.5 Technology that offered complimentary high-performance gear.

The pop-up appeared for two days, offering hoodies, socks and other pieces of equipment to climbers for free—provided that they could make the 300-foot venture up to the Cliffside Shop to claim their prize. The small six-by-10-foot shop was set up on a cantilevered ledge, making it almost seem as though it were a natural, floating fixture on the towering mountain.

The idea of exclusivity in marketing is being revisited with experiential stunts that challenge consumers to test their personal limits and prove that they are worthy of using a brand's products or services.