Even though Quilted Northern itself admits to National Toilet Paper Day being "the most forgettable holiday," it decided to create a unique online pop-up store in virtual reality to to drive online product sales.
Rather than creating a physical pop-up space, the brand created a pop-up store so small, it had to be made like a tiny diorama. Even though consumers are not able to physically set foot in the stores, they are able to experience them through videos posted in 360 degrees on YouTube. These comical pop-up stores cleverly brand themselves as "pop-up stores so small, they don't even have room for toilet paper."
The marketing stunt takes advantage of a number of current fads in advertising, including the integration of virtual reality technology, pop-up spaces, online-only exclusivity and acknowledging quirky national holidays.