Shopping For Pointy Shoes? Cool, Buy A Car.

July 15, 2010 By David Burn 1 Comment

Ford Fiesta is chillin’ with the hipsters in Portland this month.

According to The Oregonian, Ford will share space with a clothing retailer Local35 by day. At night, the so-called “pop-up” shop will host parties and a concert series put on by Spin Magazine.
The pop-up shop aims to introduce the car to those young consumers in a more authentic way, said Jeff Guettler, president of Taow, the Portland-based marketing firm that developed the pop-up strategy — which they call a “cultural hub” — for Ford.
“It’s all about the brand experience,” Guettler said. “(Ford) knew they had to create some kind of way to experience the car on their own terms.”

Filed Under: Event Marketing, Experiential, Retail

About David Burn

I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.

td

i’m reserving one hand to count the number of fiestas sold through this awesome effort. this has little to do with “experiencing the brand on one’s own terms.” it’s a blatant, lime green ad parked next to some cool t-shirts. (good luck to local35, though.)
i think what they’ve created is a hipster litmus test:
“you going to that party at the ford fiesta pop-up store?”
“for sure, bro. totally rad.”
“sounds great. i’ll meet you there.”