BMW Motorrad mini Pop-Up Shop in Munich. Success Story with store2be

SportScheck x BMW Motorrad

BMW Motorrad booked a promotion area in the sports retailer SportScheck for 4 months.The campaign was made measurable using event analytics. Discover what made this live marketing campaign unforgettable.

Automotive

Awareness campaign

Munich

SportScheck x BMW Motorrad

BMW Motorrad booked a promotion area in the sports retailer SportScheck for 4 months.The campaign was made measurable using event analytics. Discover what made this live marketing campaign unforgettable.

Automotive
Awareness
campaign
Munich

Space rental

Event Analytics

0

visitors in 4 months

Space-
rental

Event
Analytics

0

visitors
in 4 months

In-Store Pop Up areas create customer experience in retail spaces.

Experience what it's like to drive a BMW engine. Feel the sensation of freedom. Let the adrenaline pump up without even leaving the shop. The German multi-channel retailer SportScheck,Germany's leading sports retailer, has recently made this possible with creative and exciting pop-up campaigns in its own stores.

At the event, visitors had the chance to experience different themes in the so called Pop-Up cages. The simulation of a motorcycle ride included various themes like sports, lifestyle, nutrition and technology. The modular cages, BMW Motorrad was using, could be easily adapted to different requirements and products. Through individual branding via banners and screens, personalized LED lighting and various presentation modules, a remarkable staging was created for the German multinational company.

BMW Motorrad Pop-Up Event at the SportScheck Flagship-Store in Munich

From September 2018 until the end of January 2019 BMW Motorrad presented its motorcycleson the pop-up area in SportScheck's Munich headquarters. BMW Motorrad managed to combine the concept of promotion and sales outstandingly : On site visitors had the possibility to try out the new motorcycle and experience a realistic driving experience throughout virtual reality glasses. Customer could also book test drives and purchase BMW motorcycle lifestyle products. Experienced promotion staff was available for visitors on the ground floor for advice and sales. Additional BMW motorcycle exhibits could be found on the upper floors. With this dominant appearance at SportScheck, the active and lifestyle-oriented target group was perfectly addressed at several locations were a direct communication between brand and consumer was enabled. BMW Motorrad was represented in the branch until the end of January 2019.

With this Pop-Up appearance, BMW motorcycle definitely sets up new standards and possibilities in brand staging. Brands have to captivate their customers in the future and offer them more direct touch points. Since the event opening we met positively surprised and enthusiastic event visitors. The SportScheck Pop-Up space give the opportunity to address customers at a new level and supports a direct and casual exchange with the brand.

With this Pop-Up appearance, BMW motorcycle definitely sets up new standards and possibilities in brand staging. Brands have to captivate their customers in the future and offer them more direct touch points. Since the event opening we met positively surprised and enthusiastic event visitors. The SportScheck Pop-Up space give the opportunity to address customers at a new level and supports a direct and casual exchange with the brand.

PS

Philipp Schwardt

Senior Projekt Manager | Otto Group

store2be Event Analytics technology for measuring the event success rate

In addition to the perfect location, knowledge about visitor flows, length of their stay and interactions on the pop-up area are also critical for a successful campaign. With the help of the store2be's Event Analytics technology, the success of the pop-up campaign can easily be analysed via WiFi signals from the customer on a data basis.
This not only validated the expected number of around 600,000 visitors over the four-month campaign,but alsoprovided information on which days, times of day and areas the campaign reached the most customers.

Live Marketing beginns with the perfect space.

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