A couple of years old now but still noteworthy is Peak Performance’s virtual “Magic Hour” store.
Outdoor clothing brand Peak Performance opened pop-up shops in surprise outdoor locations — but customers had to be there at sunrise or sunset to catch them.
The virtual “Magic Hour” shops opened for an hour before sunrise and again before sunset. Locations, all selected for their views, included mountain tops, a golf course and a lighthouse on a small island.
The campaign, created by Perfect Fools Stockholm, ran across Europe, Japan and the Middle East, targeting cyclists, golfers, ramblers, runners, trekkers and walkers. These folks discovered the location of the shops via a website, CatchMagicHour.com, which displayed the shop location, distance to it, a collection catalogue and how many items were left to claim.
The prospective shoppers’ smartphones’ GPS detected when they reached the right location, and at the “magic hour,” the pop-up shop was unlocked and they could select free clothing. Each claimant received a voucher to be redeemed online. Those not at the correct location or outside the one-hour opening times could only preview the clothes.